New Starbucks Logo is Localization Friendly
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| | EHI (X)
Local time: 02:27
| 1 year for this? | Jan 7, 2011 |
What puzzles me is why it took them over a year to come up with this new logo. It's the same logo without the words.
| | | | Samuel Murray 
オランダ
Local time: 02:27
2006に入会
英語 から アフリカーンス語
+ ...
| Spread legs logo | Jan 8, 2011 |
To me, the 1987 logo looks like a woman spreading her legs.
| | | | | So they changed it! | Jan 8, 2011 |
Samuel Murray wrote:
To me, the 1987 logo looks like a woman spreading her legs.
Maybe that's why they changed it!
Oliver
| | | | JH Trads
米国
Local time: 20:27
2007に入会
英語 から フランス語
+ ...
The change makes perfect sense from a marketing perspective, as powerful brands can afford to go with a logo without letters. Nike is a great and even extreme example of logo simplicity and recognition.
For this company it makes a lot of sense to suppress the word "coffee" as they are becoming big in teas. It is similar to Campbell Soup becoming Campbells as their biscuits division becomes larger with Pepperidge Farm. Above all they want to provide customers with an "experience" rat... See more The change makes perfect sense from a marketing perspective, as powerful brands can afford to go with a logo without letters. Nike is a great and even extreme example of logo simplicity and recognition.
For this company it makes a lot of sense to suppress the word "coffee" as they are becoming big in teas. It is similar to Campbell Soup becoming Campbells as their biscuits division becomes larger with Pepperidge Farm. Above all they want to provide customers with an "experience" rather than a product, a comfortable way to spend time and relax, whether it be coffee, tea or a fruit juice for that matter.
I had the opportunity to visit South Korea recently and was struck by the quantity of coffee shops other than Starbucks imitating their colors and the aspect of their logo, which must be oddly flattering...
I enjoyed reading "Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture" by Taylor Clark: very entertaining, insightful and balanced ! ▲ Collapse
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| The artist formerly known as Starbucks | Jan 9, 2011 |
So, they are following the footsteps of Prince, hopefully they will follow his trend of fame as well. Their move will not save them from having "Starbucks" translated in other languages.
[Edited at 2011-01-09 10:19 GMT]
| | | | Luciana F (X)
アルゼンチン
英語 から スペイン語
Maybe people at MySpace could learn a bit.
| | | | juvera
Local time: 01:27
英語 から ハンガリー語
+ ...
| Underwhelmed | Jan 16, 2011 |
OK, Starbucks, drop the coffee, you are selling other things as well. But I would have thought the name is part of the image.
Particularly, I cannot see why some company would go to such length as Coca-Cola, - especially Coca-Cola! to torture their image into oblivion as far as large part of the world is concerned. I think it is regrettably shortsited of Coca-Cola, and I can tell you, that on top of it they are doing it haphazardly, adapting to the language of some countries but not a... See more OK, Starbucks, drop the coffee, you are selling other things as well. But I would have thought the name is part of the image.
Particularly, I cannot see why some company would go to such length as Coca-Cola, - especially Coca-Cola! to torture their image into oblivion as far as large part of the world is concerned. I think it is regrettably shortsited of Coca-Cola, and I can tell you, that on top of it they are doing it haphazardly, adapting to the language of some countries but not all.
These two words: Coca-Cola created a recognisable image, just like Google, and for example the Japanese are not fazed by having Google on their computer screens. It is a pity that some company is unable to recognise the strength of their own image.
In Japan Guinness shows "GUINNESS draught" and the description in Japanese underneath. I am sure it does not deter any Japanese to drink Guinness; moreover, if you go there and fancy a pint, you will also find it. Good for them.
Campbell's did not change their name into Kanjis when exported their soups to Japan either.
Would Rolls-Royce, Alfa Romeo, Adidas or CNN change the characters of their names for export? I hope not.
People are not so image blind as some companies think. If they were, there would be no point to any kind of names or logos. ▲ Collapse
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I personally percept it as derivative of Starbug: my bad spelling. In fact this brand name evolves rapidly in Thailand where conventional coffee drinking habits depended only in local coffee beans. Thank to its new logo movement.
Soonthon Lupkitaro
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