Thursday, June 2, 2011

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Starbucks unveils a new logo

starbucks_new_logo.top.jpgStarbucks, celebrating its 40th anniversary this year, unveiled a new logo Wednesday that brings the iconic green siren out of the circle and drops the words 'Starbucks Coffee.'

NEW YORK (CNNMoney) -- Starbucks Corp. debuted a logo Wednesday that brings the iconic green Siren out of the circle and drops the words "Starbucks Coffee."
Just a few hours later, the backlash against the change started building on both Starbucks' website and other social media platforms such as Facebook.

"Was the Starbucks corporate office asleep through all of the Gap controversy when they tried changing their logo? Leave it alone! There's nothing wrong with it," a fan wrote on Starbucks' Facebook page on Wednesday.
Starbucks: Turn used cups into new cups
The Seattle-based coffee chain, commemorating its 40th anniversary this year, said the logo change marks the company's milestone year and Starbucks' (SBUX, Fortune 500) next chapter "in our history."
"Throughout the last four decades, the Siren has been there through it all," Howard Shultz, Starbucks' president and CEO, said in a post on the company's website Wednesday.
"Now, we've given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage and also ensure we remain relevant and poised for future growth," he said.
The new logo will rollout beginning in March.
Shultz hinted that Starbucks' patrons can expect more "evolution starting this Spring" but didn't offer any details.
The announcement already received more than 100 reader responses on Starbucks' website.
A quick scan of the reactions showed consumers were mixed about the refurbished logo, with many people unpleasantly surprised by the changes.
"Who's the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn't impressed," wrote MimiKatz.
"I prefer the old logo," another wrote. "I've been a Starbucks fan since I lived in Portland in the late 80's and I've been in Mississippi for the past 11 years enjoying Starbucks. I'm all for change...I think it's great, but I'm not impressed with the new logo."
And gerberfranz wrote: "Removing the Starbucks name off your logo does not make any sense. I have been a big supporter of Starbucks since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit. I do not see the logic of your business development folks. Free advertisement on every cup, every day. Think about it."
But a few people supported the move.
"Wow... What a beautiful and compelling way to move the company into the new millennium. I always thought that the harsh black band around the siren represented the shackles of history past," wrote cjsvendsen.
Another Facebook user wrote, "Love the new logo. Streamlined, modern, simple, elegant. Change is obviously more difficult for some than others..."
"Logo changes do get a lot of attention and we were expecting a lot of discussion about this change," said Starbucks' spokeswoman Deb Trevino. Regarding the backlash, Trevino said the company expects customers comments to even out over time.
Starbucks' logo change is reminiscent of a similar move made last year by No. 1 clothing chain Gap Inc (GPS, Fortune 500).
In early October, Gap shocked its fans by changing its iconic blue-box logo encasing the word "GAP," changing it instead to a small box placed above the word Gap.
The move spawned such fan fury that Gap quickly backpedaled on its marketing misstep and reverted to its old logo a week later.
It remains to be seen if its latest logo facelift causes an uproar and how Starbucks deals with the aftermath.
Trevino said Starbucks is absolutely committed to the new logo. "We made the change to support our strategic and business decisions," she said.

New Gap logo ignites firestorm

NEW YORK (CNNMoney.com) - A new logo is a gamble. It can brighten up a company's image -- or enrage loyal customers.
The Gap learned that lesson the hard way, after debuting a new logo earlier this week that immediately touched off a customer backlash. Now the retailer says it's rethinking the change.

The store's new logo updates its 20-year old predecessor with a smaller blue box sitting above the "p" in Gap.
Since the logo's debut on Monday, Gap (GPS, Fortune 500) customers have been storming social media sites like Facebook and Twitter to tell friends -- and the company -- just how they feel about the new logo.
"This is the worst idea Gap has ever had. I will be sad to see this change take place," a Facebook user wrote on Gap's Facebook page. "If this logo is brought into the clothing [store] I will no long[er] be shopping with the Gap. Really a bummer because 90% of my clothing has been purchased there in the last 15+ years."
To appease disappointed customers, Gap immediately responded to the feedback -- and asked for better ideas.
"We know this logo created a lot of buzz and we're thrilled to see passionate debates unfolding! So much so we're asking you to share your designs," the company said on its Facebook page late Wednesday. "We love our version, but we'd like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project."Marka Hansen, president of Gap North America, defended the logo on The Huffington Post Thursday, writing in a blog post that the move brings Gap into the modern age.
gap_logo.top.gif"We want our customers to take notice of Gap and see what it stands for today," she said. "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward."
What isn't moving forward is Gap's share price, which at $18.25 is down 13% year-to-date.
And sales have been flagging for some time. Major retailers posted same-store sales results earlier this week that largely beat expectations, but Gap was one of the only companies that logged a sales drop. The retailer said sales fell 2% in September, which it described as a "challenging" month. To top of page