New Starbucks logo

It’s been a crazy couple of months so no posts for a while, however I thought it was time for a bit of an update.

Over the last month or so I have:

• Designed: 4 Christmas cards, 3 websites, 2 corporate identities, 1 48 page magazine, 1 emailer, and 1 flyer (look out for some new posts soon!)
• Photographed: 2 families, some beautiful wooden bowls
• Eaten: Pork, turkey, chicken, beef, and lamb (it was Christmas!)
• Drunk: A lot of coffee

Which brings me to the image above. The new logo design for Starbucks by their in-house team Lippincott.

For the new logo they have completely dropped the words ‘Starbucks’ and ‘Coffee’ and created something much more simple. In doing so they seem to have unleashed a massive backlash from devoted fans who are quick to slam the new design. The internet is full of comments about how bland or generic it now looks.

In my opinion this is all completely unfounded. I’m going to go out on a limb here and say I think it’s a great re-design. The point of a great logo is that it’s simple and recognisable, and I doubt that many people would look at the image above and wonder what the brand is.

There is enough equity in the symbol that they really don’t need the words anymore. Surely that’s the ultimate aim for any logo. What’s more it works much better now at all sizes, try reducing the old logo down to small dimensions and see what a mess it becomes. By stripping out all the unnecessary elements you get something more bold, more timeless and more effective. If that isn’t good design, then I don’t know what is.

You can read more about the new design on the Starbucks website

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This entry was posted on Tuesday, January 18th, 2011 at 6:07 am and is filed under Blog. You can follow any responses to this entry through the RSS 2.0 feed.