Starbucks, which turns 40 later this month, recently unveiled a new logo, omitting the words “Starbucks” and “coffee” from its iconic siren image. While the new look isn’t a huge departure from the current insignia, it is no doubt a large-scale effort given its presence in urban cores, rural off-ramps and grocery stores. The upscale coffee shop chain, once the prototype for fast food underdogs, has since seen both its stock and marketshare slip significantly in recent years. This is due in part to overexposure and the offerings of its resurgent competitors, such as McDonald’s popular McCafé menu items.
We can look back through history and find that market cycles such as this are hardly scarce: Coke vs. Pepsi, 7up vs. Sprite, McDonald’s vs. Burger King vs. Wendy’s; the list goes on. Another commonality to these tussles: knee-jerk rebranding campaigns. Undoubtedly, they are applicable in some cases—but certainly not all. Company officials have said that part of the logic is that the switch allows the continued evolution of the brand from coffee-based beverages to other products, retail outlets and other countries.
An expansion of this magnitude is no small feat, but logic would dictate that a pared-down logo would better prepare them for such an undertaking. After all, slapping “Starbucks Coffee” on a bottle of wine seems about as relevant as opening a new store in a non-English speaking country under the same brand.
(more…)
March 10, 2011 at 4:29 PM premiercg
Starbucks unveils a new logo
Starbucks, which turns 40 later this month, recently unveiled a new logo, omitting the words “Starbucks” and “coffee” from its iconic siren image. While the new look isn’t a huge departure from the current insignia, it is no doubt a large-scale effort given its presence in urban cores, rural off-ramps and grocery stores. The upscale coffee shop chain, once the prototype for fast food underdogs, has since seen both its stock and marketshare slip significantly in recent years. This is due in part to overexposure and the offerings of its resurgent competitors, such as McDonald’s popular McCafé menu items.
We can look back through history and find that market cycles such as this are hardly scarce: Coke vs. Pepsi, 7up vs. Sprite, McDonald’s vs. Burger King vs. Wendy’s; the list goes on. Another commonality to these tussles: knee-jerk rebranding campaigns. Undoubtedly, they are applicable in some cases—but certainly not all. Company officials have said that part of the logic is that the switch allows the continued evolution of the brand from coffee-based beverages to other products, retail outlets and other countries.
An expansion of this magnitude is no small feat, but logic would dictate that a pared-down logo would better prepare them for such an undertaking. After all, slapping “Starbucks Coffee” on a bottle of wine seems about as relevant as opening a new store in a non-English speaking country under the same brand.
(more…)
March 10, 2011 at 4:29 PM premiercg 1 comment