Post pobrano z: The Evolution of Starbucks

The Seattle based giant coffee maker Starbucks
unveils their new logo. In March 2011 along with their 40th
anniversary, the brand will spread the bold visual evolution worldwide.
The new logo now centers in the „Siren” and removes the
Futura Bold words: STARBUCKS and COFFEE. Starbucks in-house design
department (one of the strongest internal teams in a big corporation)
and Lippincott where in charge of redesigning the logo .

Here’s Mike P., senior creative manager talking about the logo evolution:
„From
the start, we wanted to recognize and honor the important equities of
the iconic Starbucks logo. So we broke down the four main parts of the
mark – color, shape, typeface and the Siren. After hundreds of
explorations, we found the answer in simplicity. Removing the words from
the mark, bringing in the green, and taking the Siren out of her ring.
For forty years she’s represented coffee, and now she is the star.

The
details came next. The 20-year old logo was built in the early days of
AutoTrace and it showed – points everywhere. We improved composition,
brought in more sophisticated stroke width and spacing and a smoother
line flow. When it came to her – the Siren – we enhanced her form in
subtle ways, smoothing her hair, refining her facial features, weighting
the scales on her tail to bring the focus to her face. We enlisted the
branding firm of Lippincott to help with these refinements, and give us a
better global perspective on the entire identity system.

The
result is an evolved logo that celebrates the Siren in a much bolder way
– it’s more expressive and energetic and still uses the same vibrant
green circle that is so well recognized by our customers around the
world.”

A short video hosting Howard Schultz talking about the future of Starbucks can be found here

As for now we’ll have to wait until March to see the whole branding system in use and us – consumers – to decide if this is going to stay, what say you about this so called „evolution”?