On its 40th birthday, Starbucks decides to reinvent itself with a new logo. According to Parija Kavilanz of cnnmoney.com, the new logo debuted yesterday. The familiar siren is enlarged and green; the company name is removed. Apparently, not all fans like the new logo. Some fans responded with confusion as to the reasons Starbucks would change a very familiar logo and also remove its name.
I like the new company logo. The siren is considered the company mascot and the enlargement is well done. The removal of the name may seem quite confusing, if Starbucks is not a well-known company. The article mentioned a comment from a fan that felt Starbucks was giving up great marketing space. I personally don’t know anyone who would not recognize the new logo as being part of Starbucks. Maybe this is the gift of 40 years, being able to receive recognition without having to give your name.
Kavilanz compared the logo change to Gap. The company had attempted to change its logo. The new logo was so hated that after one week, Gap regressed to the previous well-liked logo.
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