Let the debate begin.
Pundits are either hailing or criticizing the latest incarnation of the Starbucks Logo. Logo redesign is not unique to Starbucks, but they have the corporate audacity to elevate their mark (the correct term for what students commonly call logo) from a mixed mark (meaning type integrated) into an icon (no typography). Old timers will remember the Greg Berryman "Notes on Graphic Design..." book that elucidates these levels of marks.
The fact is laid out that Starbucks may drastically change its business model in some way, and potentially its core business and target market/s. So the time is ripe for a change in mark. But do they have the iconic status of companies like Nike, Pepsi and Apple? Do they have the brand loyalty and high equity? I'd say yes... and they are following the logical (Berryman-ian) progression of their mark as such.
Anyone with small children knows the power of the golden arches. When you drive by a McDonald's (and long before your children can read) they point gleefully at the arches and cry for McDonald's.
Starbuck's mark, as wonky as it may have been--mired in greek mythology and Seattle folklore-- is instantly recognizable. To overhaul that mark (versus tuneup) would be too many steps back in the equity it has built.
fastco article on Starbuck's mark overhaul
No comments:
Post a Comment