The Staying Power of Starbucks
Image: Tim Nudd
While this satirical jab blatantly makes its point about the quickly vanishing Starbucks logo I fail to see the problem. Felipe Torres may have done Starbucks a favor with his “future redesigns” concept.
Isn’t this kind of tinkering the test of not just a good logo, but a great one? Jacob Cass of Just Creative Design outlines the “Five Principles of Effective Logo Design” in his blog.
1. Simple: Starbucks redesign simplified to logo down to its key components.
2. Memorable: If the decades of exposure to the logo weren’t enough, the recent surge of press coverage surrounding the “controversy” has solidified the memorable factor.
3. Timeless: The redesign took a dated design and neutralized it. Now the logo has the legs to stand for more than 10 years (unlike previous designs).
4. Versatile: One of the main motivators behind the redesign=versatility. No longer held back by the mention of coffee within the frame, the design is able to stretch a wide product portfolio.
5. Appropriate: While the design is not 100% true to its Norse siren roots it still maintains the essence of the company: loyalty. Yes, Starbucks charges for coffee, but they sell the coffee experience. The type of experience consumers crave and cling to. Drastically altering the logo beyond recognition would damage this finely tuned relationship.
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