Starbucks have just revealed their new brand identity, showing a simplified, ‘less is more’ approach.
They have removed the name and any reference to ‘coffee’ altogether and refined the ‘Siren’ choosing to place her in green on white.
This is quite a step and change for a brand of this size, removing the name alone is a bold move and one that must have been carefully considered. As you can see from the ‘Illustrated History’ below this change from the design in ’92 to today is very different.
At first I was unsure about it, has the removal of so much weakened the identity, diluted it?
Only time will tell, but its certainly a big move for the company and one that won’t go unnoticed both in the design community and on the high street. (more…)
