40 year old Starbucks, in collaboration with Lippincott, have updated their logo recently, a brave move for a big, established, international brand, and especially brave considering the bashing that Gap took a few months back when they tried a redesign.
The first thing you’ll probably notice about the new logo is that the name has been dropped. A bold move, and clearly an attempt to join the elite group of brands (such as Apple and Nike) who don’t need to spell out their name in order to be recognized.
On closer inspection of the new design we can see that the woman, or siren, has undergone some tweaking as well. The face seems to have changed the most, having been made larger, which I think successfully draws more attention to the face than before, making it the focal point of the the logomark. It looks like more detail has been added to her facial features as well, giving her a bit more personality.
On even closer inspection, it looks like the line weights of the whole illustration have been played with, and some of the curves, primarily of her hair, seem to have smoothed out. The ‘flow’ of the logomark looks to me to be much improved by these minor edits and as a whole, the image appears more refined and more elegant than the previous version.
Where this new design really excels though is in it’s application, on the coffee cup it’s so much more bold and confident than the old logo which, by comparison, seems overly fussy and complicated.
The aspect of the new logo to receive the most criticism seems to be the decision to drop the name, which some have suggested will damage the brand by making it less recognizable. I don’t think this is the case, the new simplified logo, now reduced to just one colour, is so iconic it surely cannot damage the brands recognition. It may even improve it.
Overall I think this is a fantastic redesign. It seems to have ‘shed it’s skin’ of all the clutter and has appeared a more iconic, contemporary brand as a result. All-in-all a great example of how an international brand can move it’s image forward while still honoring it’s heritage.
Well done Starbucks, and Lippincott.
What do you think of the new logo?