Archive for January, 2011

Coffee no more

Thursday, January 6th, 2011

Approximately 6 months ago, I was reading some news about Starbucks. Something about them creating a new movie studio for independent filmmakers. For some reason that stuck to my head. I walked outside one day and when I looked at the Starbucks store next to my work I felt they needed a logo change. It’s not just Starbucks Coffee anymore. I even told my wife. “I think they’ll soon have to drop the word coffee from this logo”. And she agreed.

Interesting enough, I couldn’t figure out if they would drop it completely or replace it. I knew my experience with Starbucks is not just about Coffee, there is so much more to it. Then yesterday I saw news of the redesign they will launch in the spring and it all made sense. The logo with no words. And next to it just Starbucks. Brilliant.

Another detail I loved was that they released a full page on their website explaining the change. With reasoning and photos of what to expect. So different from something like the Gap rebrand from last year.

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