Starbucks updates logo – The good and the bad

When it comes down to changing the corporate image that millions of people are familiar with, a simple change can make or break your brand.

In October, GAP witnessed some serious backlash when their attempt to simplify their logo faced an epic fail.

In the domaining world, Oversee and Moniker debranded themselves and gained new logos that lack character and are not memorable at all.

As of today, coffee giant Starbucks sports a new logo that drops the circle and the name of the brand.

Now that’s some weak java, in my opinion.

Yes, the new logo is larger – which is always better. But the beautifully crafted siren with long hair covering her bosom became too abstract all of a sudden. Incidentally, the original design was apparently lifted from a 15th century book engraving.

The round ring with the words “Starbucks Coffee” is gone. The star-studded siren is now green and in too much solitude.

Unfortunately for Starbucks, their logo isn’t of the Nike caliber!

The Nike swoosh is recognized by billions of people around the world. While a lot of people drink coffee, once the related insignia are removed the green siren becomes just another clipart design – albeit, a beautifully designed one.

The bottom line: a logo that is too abstract must be chosen carefully – even if the company behind it is a giant like Starbucks.