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 company will be jumpstarting efforts to make inroads into non-coffee products.
So, is the Starbucks brand so powerful that the logo can live without the name, like Nike? Or is this another example of a brand messing with an already iconic logo like the Gap or Tropicana debacle? What do you think?