Starbucks have dropped the words ‘Starbuck’s Coffee’ from their logo design citing future business plans as the reason.
For the future, they see themselves as not just a Coffee seller and could soon be offering things like ice cream and alcohol in their american stores.
Its a bold move which assumes that the general public already identify the logo design with the Starbucks brand and therefore don’t need any written text to remind them.
The Right Move?
“What’s it going to be – the coffee formerly known as Starbucks?”
James Gregory, Core Brand
Not all experts however are totally convinced about this move. James Gregory, chief executive of ‘Core Brand’ says “I think its nuts. What’s it going to be – the coffee formerly known as Starbucks?”
Starbucks however like to point out that this was not an overnight decision. Its part of their overall strategy for the future and an evolutionary step in the development of their logo design.
Starbucks have successfully turned their fortunes around over the last year in 2010 and posted good profit results.
It will be interesting to see how and if this change in logo design will help carry them forward.
January 06 2011 06:30 pm | Xtra