In the wake of it’s 40th anniversary, Starbucks has chosen this time as the opportunity to celebrate their accomplishments and re-brand. I worked at Starbucks off and on for almost six years and when I heard that they were going about this I honestly thought Oh no!. Every now and again, Starbucks attempts a new style or barista skills or changes a recipe. Sometimes they fly, sometimes they BOMB. Now, with a re-design of their logo and cup design, I’m interested to see what else 2011 brings from the mega coffee company.
On the Starbucks website, CEO Howard Schultz sits down and explains the choice to re-brand and what it means for him and the company in the future. He gives us a history lesson on the past Starbucks logos and how they evolved into what it will be this spring. Even though Starbucks wants to prove with this change that they are more than just coffee, Shultz wants to assure us that they will still be committed to being the ultimate coffee provider.
Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.
The white cup – an icon of their business.
From a 16th century woodcut to 2011′s new logo.