In 2011 Starbucks shocked the world when they decided to change the logo differently compared to the previous changes. Why did such a famous brand change their brand identity when the old logo has become so popular with the consumers? Is this unnecessary or does it have the meaning behind?

Design Studi- Online would like to explain in this week’s Solution

This is used to be Starbucks’ logo for a long time, which is super popular with the customers. However, in 2011, the company decided to completely changed the logo.

Celebrating its 40th anniversary, Starbucks is making the first tweak to its iconic logo in almost 20 years, ditching the text and accentuating the mermaid character. The redesign was done by Starbucks in-house design team and Lippincott.

Starbucks decided to remove their name in the logo as the mermaid has become the symbol of Starbucks. Therefore, just by looking at the mermaid, customers definitely know that is Starbucks, no name needed. This is such a smart solution for Starbucks to prove their one-and-only position in the market.

Besides, the circle around the mermaid is removed to illustrate the brand’s expansion goal, they do not accept being stuck within a limited circle.

In the previous logos, the perfect symmetry actually made the mermaid look cold and inhuman. So the solution is making the shadow on the right side of her nose longer than on the left, which makes her look more human and friendlier. The imperfection is important to making her really successful as a mark.

This is used to be Starbucks’ logo for a long time, which is super popular with the customers. However, in 2011, the company decided to completely changed the logo.

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.

Celebrating its 40th anniversary, Starbucks is making the first tweak to its iconic logo in almost 20 years, ditching the text and accentuating the mermaid character. The redesign was done by Starbucks in-house design team and Lippincott.

Starbucks decided to remove their name in the logo as the mermaid has become the symbol of Starbucks. Therefore, just by looking at the mermaid, customers definitely know that is Starbucks, no name needed. This is such a smart solution for Starbucks to prove their one-and-only position in the market.

Besides, the circle around the mermaid is removed to illustrate the brand’s expansion goal, they do not accept being stuck within a limited circle.

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.

In the previous logos, the perfect symmetry actually made the mermaid look cold and inhuman. So the solution is making the shadow on the right side of her nose longer than on the left, which makes her look more human and friendlier. The imperfection is important to making her really successful as a mark.

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.

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