2009 Model-promotions

Orange Mocha Frappuccino Goodbye Moleskine

logos simplified view of the "less is better" so dear to Apple Inc., spoke recently in a post CyberLuke enlightening. fatal, and these days the news of a brand applied to a restyling of the most famous of the world's 40th anniversary: Starbucks. If you do not know who I'm talking about, change the blog: If you do not know do not like Starbucks coffee (not to mention the cinnamon rolls or the warm embrace of the sofas in the cold morning in New York), who does not love coffee and can not be my friend .

For those who have stayed there carry the words of Mike P. , senior creative manager who worked on the redesign:

We separate the four components of brand colors, shapes, text, and the siren who represents us. After hundreds of sketches, we realized that the best proposal was the most simple. We have removed the words from the logo, making only green, and taken his ring off the siren. For forty years he represented our coffee, but today she is the star. The details came later: the logo had been the previous two decades, and it showed the signs. We have improved the composition with lines spaced more precise and softer and a sign, we have also improved the siren itself, soften hair and adding details on his face.

Basically, the choice is the same as Apple and Nike, to be clear: the text component disappears, leaving only part that is the iconic (the siren in the case of Starbucks) to represent the company. Comments are not missed and continue to rain down from all parts of the network. Some applaud the restyling ("You un monumento al successo di marketing di Starbucks: ora sono riconoscibili anche senza il nome"), altri lo criticano aspramente ("Ridicolo"; "Chi è l'idiota dell'ufficio marketing che ha tolto le parole dal nuovo logo?" e ancora "Riconoscevo più l'anello con le parole che la sirena").

Personalmente – anche se mi mancherà molto il tono cioccolata del vecchio logo con la scritta "Starbucks Coffee", un colore decisamente più caldo e accogliente del solo verde – approvo la scelta: negli USA ancor più che qui in Italia, Starbucks è senz'altro uno di quei brand con visibilità tale da poter rinunciare, nel logo, alla componente scritta per premiare solo quella iconografica; non dimentichiamo che Starbucks è diffuso in oltre 50 stati del mondo e la sua pagina su Facebook, tanto per dire, nel ranking di visite mondiali è seconda solo a Coca Cola.