The Retro Logo for Starbucks…Good or Bad Idea?
April 24th, 2008 | Posted in Logos |
In part of Starbuck’s revitalization plan, they chose to “go back to their roots” and run with their original logo design. Along with a host of other marketing plans, the choice to change from their iconic green logo is receiving mixed reviews. This should serve as a wake up call to anyone considering a logo change for their business. One of the vital components to a successful business is brand recognition. While the decision to go back to an old design isn’t a complete change, it’s still risky.
Personally, I think it’s a bad decision for Starbucks. To me, it further emphasizes the fact that they are a company that’s unstable. Yes, they’re big. Yes, they have iconic status. Yes, they can probably make big changes without it being too adverse to their bottom line. But, I still think it’s a bad idea. If they really want to “restore” goodwill with their customers, I’d recommend the following:
Get rid of the automatic machines. Retrain their staff to perform as real baristas on real, quality espresso machines. “Just say no” to button pushers.
Everyone hates the tall, grande, venti verbiage. They always have. How about small, medium, and large?!
Spend more time and effort putting together a better roasted, fresher tasting coffee. Quit wasting time on more ‘clever’ marketing schemes. Stop acting so ‘corporate’ and become real, local coffeehouses again.
So, as you can see…for me, it takes much more than changing a logo to get me to darken the door of one of the numerous local, Starbucks near me.
What’s your opinion about Starbucks’ choice to change back to an older version of their logo? Do you see their decision as a positive or negative one? I’d be interested to know…
One Response to “The Retro Logo for Starbucks…Good or Bad Idea?”
By valiik on Apr 24, 2008 | Reply
personally, I think starbucks is focusing on the wrong thing. they should focus on improving the product, not the brand look. I think the existing logo is just fine and I personally like the feel of the stores but the product, again, in my personal opinion, can be improved.
I must agree, the “tall, grande, venti” thing needs to go. Too confusing for new customers, pushes them away, makes them feel out of place. A company thinking about bringing in new business should create the invironment that is comfortable.
Regarding the automatic machines, all I have to say is, isn’t there enough already?