{"id":10260,"date":"2011-01-10T09:06:06","date_gmt":"2011-01-10T14:06:06","guid":{"rendered":"http:\/\/www.iposgoode.ca\/?p=10260"},"modified":"2011-01-10T09:06:06","modified_gmt":"2011-01-10T14:06:06","slug":"public-opinions-brewing-over-starbucks-logo-change","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2011\/01\/10\/public-opinions-brewing-over-starbucks-logo-change\/","title":{"rendered":"Public Opinions Brewing Over Starbucks Logo Change"},"content":{"rendered":"

Leslie Chong is a J.D. <\/em><\/em>candidate at Osgoode Hall Law School.<\/em><\/p>\n

Starbucks has recently proposed a newly revamped logo<\/a> to represent their company \u2013 a seemingly simple change that has prompted much furor among their loyal customers and business commentators alike. This coming March, the company\u2019s logo will cease to include the words \u201cStarbucks Coffee\u201d that have enveloped their famous siren since the company first started in 1971. This reformulation has left many wondering whether their pared down logo will have adverse effects on the company\u2019s branding<\/a>.<\/p>\n

Experts have questioned whether the siren on its own will be sufficiently distinctive and recognizable to new customers, or whether the logo is not sufficiently clear in establishing that Starbucks is a purveyor of coffee-related products. Some have cited<\/a> the removal of the word \u2018coffee\u2019 as a natural evolution for the company who has been aiming to diversify in the products that they offer, but many are still questioning whether dropping their name \u201cStarbucks\u201d is necessary or beneficial to this cause.<\/p>\n

While many customers have been quick to criticize<\/a> the move, others in favour<\/a> of the change have suggested that Starbucks\u2019 rebranding is a positive change aimed at selling their brand<\/a> more so than a commodity (their coffee) which aims to increase their profits substantially. In explaining his decision to \u2018make-under\u2019 their logo, Starbucks CEO Howard Schultz explained \u201cEven though we have been and always will be a coffee company and retailer, it's possible we'll have other products with our name on it and no coffee in it\u201d.<\/p>\n

Some customers are wary about the change, fearful that Starbucks may have lost its roots and that the quality of their coffee may suffer in their attempt to diversify their merchandise<\/a>. Others<\/a> have jokingly pointed at the evolution of the company\u2019s logo, and worry that it may one day be trimmed down to the point where it may \u201csoon be nothing but an extreme close-up of the mermaid\u2019s nose\u201d. For a company that has often been quick to protect<\/a> their trade-marked logo, it remains to be seen whether their new streamlined design will be more difficult to protect and lead to the possibility of brand dilution. As it stands, the public discussion that this unveiling has raised ought to be cause for concern<\/a> with Starbucks\u2019 head office, especially given the recent rebranding debacle that GAP<\/a> had experienced. Hoping, rather, to fall in Nike\u2019s footsteps (who has famously dropped their name from the brand, leaving only the still-recognizable \u2018swoosh\u2019 design), Starbucks remains optimistic that their customers will be able to recognize their siren despite dropping their company's name from the logo.<\/p>\n","protected":false},"excerpt":{"rendered":"

Leslie Chong is a J.D. candidate at Osgoode Hall Law School. Starbucks has recently proposed a newly revamped logo to represent their company \u2013 a seemingly simple change that has prompted much furor among their loyal customers and business commentators alike. This coming March, the company\u2019s logo will cease to include the words \u201cStarbucks Coffee\u201d […]<\/p>\n","protected":false},"author":2140,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[412,62],"tags":[1004,56],"class_list":["post-10260","post","type-post","status-publish","format-standard","hentry","category-famous-marks","category-trademarks","tag-leslie-chong-ipilogue-editor","tag-trademarks"],"yoast_head":"\nPublic Opinions Brewing Over Starbucks Logo Change - IPOsgoode<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2011\/01\/10\/public-opinions-brewing-over-starbucks-logo-change\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Public Opinions Brewing Over Starbucks Logo Change - IPOsgoode\" \/>\n<meta property=\"og:description\" content=\"Leslie Chong is a J.D. candidate at Osgoode Hall Law School. 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