[Cache – #8]
Or even worse, it has negative equity – the second of two strange conclusions that might be drawn from the company’s recent decision to omit its name from its new logo. Starbucks has plans to expand its product line beyond the coffee-related goods its sells at its stores – hence a soon-to-be-introduced logo that will presumably adorn the clothing and other wares it will be selling through other retailers.
All that remains in the logo is the Starbucks mermaid – or siren, as they call it. The siren will be expected to help induce purchase by people who are presently non-customers of the brand. And so the mystery: why would Starbucks not include its name on products meant to appeal to people not intimately familiar with it?
The answer could be that Starbucks has an inflated sense of how recognizable its logo is. Case in point: I spoke last week with a regular Starbucks customer that didn’t even realize there was a siren in the logo. I suspect she is not alone – not by a long shot. The reality is that while some logos are so ubiquitous we can recognize them instantly from a distance, we would still be hard-pressed to describe them in detail. They are so present in our everyday lives that we simply accept them as part of the background. We do not concern ourselves with dissecting their component parts, nor do we think deeply about their meaning.
They are just there. Or in the case of Starbucks, they just were.
All caps: Just don’t do it – http://coinbranding.com/avoiding-all-caps
Little Black Dress, and other wines – http://coinbranding.com/little-black-dress-and-other-wines
What’s your vote? The best new brand names of 2010 – http://coinbranding.com/what%e2%80%99s-your-vote-the-best-new-brand-names-of-2010