Starbucks has dropped the name from its logo as the company prepares to expand its product range. The Starbucks Coffee name that encircled the green mermaid has been replaced in favour of a larger image. Howard Schultz, Starbucks’ chief executive, says the new logo “is more suitable” for the future of the business but still “embraces and respects” the company’s 40-year heritage. The company has already moved away from its core coffee offering by introducing branded tea, smoothies and food. It has also launched a music arm releasing records by Paul McCartney and Bob Dylan. Starbucks’ name-less logo matches those of brands including Nike and Apple.
Does your company name/branding enable or restrict you from entering new markets or competing more aggressively in current markets?
There is a lot to consider if you are already an established business, it should be done carefully with an open mind – explore the pros and cons honestly and ask yourself “is it me who cares – or will this affect my customers loyalty?”
Rebranding is a decision that requires planning, communication and commitment, whether it’s for the business as a whole or a single product/service that you offer. In some instances rebranding is compulsory following mergers and takeovers etc; however it is usually something that directors can plan for in advance. This ensures it happens at the right time, allows existing stock to be depleted and enables a communications campaign to be put in place to publicise the forthcoming changes.
We have worked with several clients on company-wide and specific product/service rebranding projects and would be happy for you to pick our brains, just email Marie.
