In 2011, Howard S., Starbucks chairman, announces the Starbucks’ New logo on January 05. The new logo will be launched at their 40th anniversary. The design of new logo keeps the Siren and takes the logotype away.
From the statement on the offical website,
Although Starbucks prospects for next chapter, there still are many disagreements on the internet after the statement. Some people also laugh at the new logo by predicting the evaluation of Starbucks logo. Many people still prefer the old logo in 1992.
In fact, did this change really affect their target audience? People that always buy a cup of Starbucks coffee still choose it as his first option. They might just complaint the design of new logo.
Howard S. also indicates three points.
Additional Information _ Brand Recognition
Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. Logo and tagline testing can be seen as a form of brand recognition testing. For example, if a product name can be associated with a certain tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is present.
From the statement on the offical website,
Our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.It can be found that Starbucks not only sell the coffee but also want to advance different parts of our life.
Although Starbucks prospects for next chapter, there still are many disagreements on the internet after the statement. Some people also laugh at the new logo by predicting the evaluation of Starbucks logo. Many people still prefer the old logo in 1992.
In fact, did this change really affect their target audience? People that always buy a cup of Starbucks coffee still choose it as his first option. They might just complaint the design of new logo.
Howard S. also indicates three points.
- A unique retail experience that creates a Third Place for our customers between their homes and places of work.Brand recognition already like a seed grow on every one‘s mind. The image of Siren recalls the customers’ experience. In the other way, GAP seems to make wrong decisions about its new logo. “It looks like the emblem of some failed low-fare spinoff of a major airline,” wrote Slate’s Tom Scocca. Eventually, the new logo only lasts for one week. The company changes their mind to return to their iconic blue box logo.
- A carefully crafted offering of the finest, high-quality coffees from around the world.
- The emotional connection that our partners make daily with our customers.
Additional Information _ Brand Recognition
Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. Logo and tagline testing can be seen as a form of brand recognition testing. For example, if a product name can be associated with a certain tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is present.
Resource from: What is Brand Recognition?
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