>Wow, so I see this article that Starbucks tries out a new logo and then I look down at my grande non-fat misto…
It’s not a joke! Holy cow, what is going through Howard Schultz’ mind right now? He can’t believe that a logo is going to change the fortunes of a business. Howard says nothing about it in his latest Transformation Agenda Communication to partners.
What does all this mean? I dont’ think it’s very positive. Internally Starbucks is probably calling this a “re-branding.” Externally, I call it confusion.
In my opinion, this is a bad sign, and a bad logo too. Have the wheels come off at Starbucks? What do you think?
So that’s what friends are for, to let you know when you have egg on your face. Becky Carroll tells me that this is actually a vintage logo and sends me John Moore’s explanation to prove it. I guess my question is still: Why?
I’m thinking of renaming this post “Continuous Enlightenment” or “Check All Your Facts Before You Say Something.”
I ducked in to a Starbucks on my way back to the office and barista John told me that the new/old logo was part of the Pike’s Place Roast promotion. It’s just that it wasn’t mentioned in the official press release on Starbucks.com. John told me the logo switch is just temporary and should last until summer.
Further fact digging led me to the Wall Street Journal article Grande Logo Switch: Is Starbucks’ New Cup Grabby–or a Grind? (through Armin at Brand New) The article quotes some big marketing guys like Al Ries as not liking the switch.
Howard Schultz is quoted in the WSJ article as saying “I think the logo’s going to be somewhat disruptive,” and “We want people to talk about it.” I guess we are finally talking about it, but it’s been an investigative process. Curiously Starbucks has not played this up in the store or on the website.
My guess is I still don’t have all the facts yet, so I’ll keep digging. If you have more knowledge please share.