Schultz said "this new evolution of the logo does two things that are very important. It embraces and respects our heritage and at the same time evolves us to a point where we feel it's more suitable to the future." The CEO pointed out that the original Starbucks logo was brown, but was changed to green in 1987. It has gone through two other small changes since then. But now "the world has changed and Starbucks has changed," he said. "The new interpretation of the logo at its core is the exact same essence of the Starbucks experience. And that is the love we have for our coffee, the relationship we have with our partners and the connection we build with our customers. What I think we've done is we've allowed her to come out of the circle in a way that I think gives us the freedom and flexibility to think beyond coffee. But make no mistake. We have been, we will continue to be, and we always will be the world's leading purveyor of the highest quality coffee." One way Starbucks has been expanding beyond coffee is through its Via Ready Brew product line, instant coffee served in preportioned single-serve packets. Via was introduced last year to a surprisingly warm reception from customers. Earlier this week Starbucks rolled out a new variety of Via, a French Roast blend, now available at all Starbucks stores in the U.S. and Canada. The coffee shop chain also offers customers artisan breakfast sandwiches, such as veggie, egg and Monterey jack cheese, and bacon, egg and gouda, along with other food items such as cookies, pastries and other snack foods. For years it has sold coffee paraphernalia such as coffee mugs, tumblers and hot drink holders, as well as CD compilations of music played in its stores. Starbucks said its brand is so ubiquitous it no longer needs to display its name around the logo in order for customers to recognize it. A logo without words also reflects
|The Gap's old logo is at left; the logo it adopted and abandoned in the face of massive scorn is at right.|
"Ultimately, we've learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we've made the decision not to use the new logo on gap.com any further," said Marka Hansen, the president of Gap Brand North America, in a statement posted on the company's Web site. The decision on the new logo was one of TheStreet's
In February of 2009 Pepsi executives admitted defeat and said it would bring back the look consumers really wanted -- the classic orange with a red-and-white-striped straw poking out. Pepsi's SunChips brand even had to abandon its progressive, fully compostable bag, released last year, because consumers complained the bags were too noisy. Clorox ( CLX) unveiled its new logo in 2010 in what it called "the most dramatic change in its visual identity since 1957." "Using an updated version of the company's iconic diamond mark, a brighter blue color and new accents of green, the logo better reflects the corporate brand today as it heads toward its centennial anniversary in 2013," the company said in a statement. Customers seemed not to care too much though the bleach maker did forecast fiscal second quarter earnings below Wall Street's expectations, blaming sluggish demand.
-- Written by Miriam Marcus Reimer in New York. >To contact the writer of this article, click here: Miriam Reimer. >To follow the writer on Twitter, go to http://twitter.com/miriamsmarket. >To submit a news tip, send an email to: firstname.lastname@example.org.
>>See our new stock quote page. Get more stock ideas and investing advice on our sister site, Stockpickr.com.