By Sandra Moriarty, University of Colorado
Co-author of Advertising and IMC Principles & Practice
Starbucks started the New Year by redesigning its logo to simplify the graphics and delete the "Starbucks Coffee" words. What's left is the company's siren or mermaid image with no other brand identification. As usual changes such as this create an uproar, particularly online.
So was this a great idea?
Some fans say they like the new, simpler logo but critics wonder if it makes sense to delete the brand identification. Admittedly, the word "coffee" may be superfluous given Starbuck's expanded product line, but why delete "Starbucks?" Sure, Nike's "swish" graphic can stand alone, but is the Starbucks brand identity sufficiently well known, particularly in new markets such as China?
One reason given for the redesign is the firm's expansion in Asia where a softer, rounder, cleaner design is thought to be more attractive.
But what about loyal customers who tend to feel ownership over their favorite brand. The logo is part of that connection. How attached are Starbucks' fans to the former design?
We also know that people often resist change, particularly when it's done without their participation or consent. So how could the company have approached this change without alienating its loyal customers?
How might this-or any similar brand change-be approached as an opportunity for building more positive brand relationships?
