What’s in a brand’s name? Would that which we call Starbucks by any other name be as sweet?
Starbuck’s CEO Howard Schultz is famous for recognizing that the brand was never about the coffee, but something more. Starbucks has always been about a powerful emotional connection to the experience that it offers through its products and stores. Well, that recognition becomes even more pointed today as the company announced that it is taking the words “Starbucks Coffee” off of its iconic green and white mermaid logo. The mermaid now appears sans words in the new version. Why remove the brand name and the hallmark product from the logo? Schultz says it has to do with the fact that[.....]
The Gap has a new logo. What’s the big deal?
The Gap has a new logo. Logos are an interesting element. Some people try to read into a logo all the things a brand stands for. Prudential’s logo has a rock which communicates safety and stability. But then the golden arches stand for – well the golden arches; or is that an “M?” Perhaps the most important thing for a logo is to be distinctive and recognizable. Why? Well our brain tends to work on two levels. Sort like a camera. There is the automatic level, just point and shoot; and there is the fully manual level where we adjust[.....]