’bucking the trend
It would seem that it’s very much in fashion to criticise top brands when they re-design their logos. I’m as guilty of it as anyone, but that Gap logo was asking for it.
So here’s Starbucks with their new logo, and true to form, the majority of critics are saying how it’s bad. The BBC quoted a CEO of a Brand Consultancy as saying “I think it’s nuts. What's it going to be - the coffee formerly known as Starbucks?”
Seriously – people seem to be scrambling for things to moan about the new logo. I even read someone complaining that Starbucks had only done it so they could print the cups with a single colour and thus save money! Right, because saving money in that way is so much worse than many other ways they could. Even if that was one of the restrictions placed on the designer, it’s hardly a reason to criticise – more a reason to applaud. Everyone would be up in arms if it had a gradient and some glossy highlights.
Others are whinging that no one knows nor cares what a “siren” is and that it needs the words there to fully explain the brand. Well I'm sure they'll still have the name above their front doors for those people who get confused. Those takeaway cups will be just as recognisable from a distance as they are now, words or no words.
As you may have gathered, I like where they've gone with their brand. I don't think anyone familiar with Starbucks today would have any doubt whose logo that is no matter what the doubters say. Put it this way – I just asked a three year old what that picture above was and she said “A coffee… Starbucks”. Case closed. Admittedly she did go on to say “Is it a mermaid one?”, but at least she knows what the siren is.
