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Starbucks logo gets ‘nameless’ redesign
Business Digest: New logo loses all text as company moves beyond core product
Starbucks, the world's largest coffee chain, has unveiled a new logo which, it claims, represents its intention to move beyond its core product.
As a result, the words 'Starbucks' and 'coffee' are gone, leaving only the company's distinctive twin-tailed siren.
The company has already begun selling ice cream and is considering selling beer and wine in some US outlets. A spokesman said that in the future "it's possible we'll have other products with our name on it and no coffee in it".
Brand experts remain to be convinced. "I think it's nuts," said James Gregory, chief executive of the brand consulting firm Core Brand. "What's it going to be - the coffee formerly known as Starbucks?"
Read a full report at the BBC
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The Starbucks logo of the twin-tailed siren represents a jewish queen called Esther. This girl lived in persia "iran" and she was the then choosed by the king Ahasuerus of persia to replace his previous queen Vashti, who disobey him. It's a very long story, but the main point in this story is that Esther or satarah, means star which is an indication to the relation between the name and the logo of the woman in starbucks logo,. I guess in my opinion, the starbucks board removed the words "starbucks" and "coffee" because they are trying to go beyond just selling coffee, they are trying to make their customers wonder more about the symbol and the logo of the serin woman and this queen with crown, who is she? they are trying to create a culture among their customers, to let people know more about it and know more about the jewish history.
note: i'm not anti-semitic or against jewish, i just mentioned facts which i read in wikipedia sometime ago, and as a student in economics and business studies, i guess that is the true purpose behind the starbucks company to remove the letters in its logo.
It's always a cheap and easy shot to knock a re-brand...how refreshing it would be to hear an 'expert' make a positive comment or at least indulge in some constructive criticism. James Gregory should know that some of the most powerful brand marks, the most recognisable ones, don't need the name of the brand owner plastered all over them to make them work. For me, the redesign is an indicator of a company with new-found confidence and expectation of growth.