In case you haven’t heard the buzz, for its 40th anniversary, Starbucks has evolved their logo. And this isn’t a post to praise the change or to bitch about it, either. (And quite frankly, those that choose to waste their time analyzing it baffle me, really.)
The one point that I would like to make is this: the words are gone. And ultimately, don’t you want your icon – your company – your brand – to be so well-known and ubiquitous THAT YOU DON’T NEED YOUR COMPANY NAME in your logo any more?
Cases in point:
And then, of course, you could just (basically) start out not using any words:
Of course, this theory doesn’t apply to all brands – especially those whose logos are the wordmark, like Coca-Cola or Walmart.
Anyway, like the new logo or hate it, Starbucks has reached the point that it doesn’t need to tell you that it’s Starbucks Coffee. You see the icon, you know. And you can’t say that about a lot of companies.