Staff Reporters
Jan 6, 2011

Starbucks drops 'coffee' from logo as it eyes brand extensions

GLOBAL - Starbucks has unveiled a revamped global brand identity as part of a plan to mark its 40th year in business and expand the brand beyond coffee.

Starbucks updates its logo for the third time as it continues to expand the brand beyond coffee.
Starbucks updates its logo for the third time as it continues to expand the brand beyond coffee.

The multi-million pound refresh of the world’s largest coffee chain sees the brand’s famous seafaring logo shift from being green and black to solely green. The outer circle of the logo with the words 'Starbucks Coffee' has been ditched, giving the siren figure more prominence.

Howard Schultz, the Starbucks chairman, president and chief executive, said the company was at a "very important point" in its history and was seeking a "new blueprint for profitability".

"Even though we have been and always will be a coffee company and retailer, it’s possible that we'll have other products with our name on it but no coffee in it," he said.

The move marks the third time the brand has changed its logo since its launch in 1971 in Seattle. The activity will be promoted through a global print and digital campaign in March, created by BBDO.

Steve Barrett, the Starbucks global creative vice-president, said the new look had tested well with loyal consumers so he did not expect his company to have a similar experience to Gap which launched a new logo last year before returning to the original one after widespread criticism.

"Customers said [the new logo] had positive associations around optimism, doing good and sustainability," said Barrett.

The new logo comes months after Starbucks revealed plans to introduce wine and beer to offer consumers more choice in the evenings. At the time it was reported that Starbucks would start serving alcohol from 4 pm onwards. This is expected to change the way the business works as Starbucks currently makes 70 per cent of its money before 2pm daily.  

This article was first published on marketingmagazine.co.uk.

Source:
Campaign Asia

Related Articles

Just Published

10 hours ago

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.

10 hours ago

Women to Watch 2025 is now open for entries

Our annual list celebrates outstanding women across Asia Pacific who excel in business, leadership and industry contributions through their work, dedication and passion.

11 hours ago

Retail media in ANZ is maturing beyond performance ...

Mars United Commerce's annual report reveals that retail media brings powerful new capabilities that have led to a sophisticated, brand-building channel for advertisers.

11 hours ago

Droga5 names Tara Ford London CCO as global ...

During her time as CCO of Droga5 ANZ, Ford has led award-winning campaigns including for the Tuvaluan Government and Sydney Opera House's "Play It Safe”—which received the Cannes Lions Film Grand Prix in 2024.