Change — and controversy — are brewing at Starbucks

18 01 2011
CHICAGO - SEPTEMBER 29:  Starbucks VIA Ready B...
Image by Getty Images via @daylife

Starbucks has decided to rid itself of the bothersome words “Starbucks Coffee” in its logo and leave behind only their green mermaid. The company says it’s making the change because it sells more than coffee.

This is a pretty familiar issue to printers who debate changing their name from SomeName Printing Company to SomeName Marketing Company, in order to emphasize the diversity of products and services they provide. It’s equally familiar to any company that is thinking about rebranding.

Some people think such a name change is a silly move. “I think it’s nuts,” said James Gregory, chief executive of brand consulting firm CoreBrand, in a Reuters article. “What’s it going to be — the coffee formerly known as Starbucks?”

On the other hand, there are companies for which their logo is so universal they don’t need anything else. Apple comes to mind. For their part, Starbucks says, “Our new evolution liberates the siren from the outer ring, making her the true, welcoming face of Starbucks.”

So I guess the question is — what do you think? Will you buy more stuff from Starbucks, sans the “coffee”? And would you ever consider a similar move for your own company?

For reference, here’s a link to the Reuters’ piece quoted above:




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