Customer Experience

Starbucks Brand Identity Change – Hit or Miss?

A friend just tipped me to the Starbucks brand identity change below…interested in hearing reactions. Take a look:

starbucks logo change 2011

Will people still recognize this – immediately, as in a 2 second glance while driving?

Most people probably will, but I think this is a bad move for the brand. The majority of their brand equity is in that word at the top — and I think the name resonates much more powerfully than the mermaid image ever did, ever does or ever will. When you have that much public mindshare generated by and linked to a single word, you better have an extremely good reason — backed by a mountain of quantitative and qualitative data — to remove it from your visual brand identity.

What do you think?

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