New old Starbucks logo – What is all the fuss about ?

I was doing small research on evolution of some big brand logos. OK, not really a research. I needed to see how some big guys polish and revive their brands so I spent about 15 minutes on Google and looked around. I found this article on the Starbucks logo. I had no idea they recently started to use some retro logo design. Over here all we get is still the “classic” green one. But after reading the article I thought this is exactly what I was looking for – some example of return to the roots. And I thought this is quite well done.

The article I mentioned says that the marketing objective in bringing back this version of the original logo was to compliment the campaign slogan “Roasting coffee since 1971. The best cup then. The best cup now”. I think the logo does it nicely. It also gives a different feeling to the Starbucks merchandise – including the mugs.

But then I checked few other links pointing to the new Starbucks logo articles and I realized that some people actually have some issues with it. Serious issues. The problem seems to be the way the siren (mermaid) in the logo is pictured – “naked woman on it with her legs spread like a prostitute”.

Here is one nice article on this. I am quite sure that making people calling them “Slutbucks” was not the idea behind the old logo revival . But it got people talking and gave the retro image quite some publicity. At the end the very people who find the the logo slutty are doing the new old logo the best service. Marketing by controversy in its best .

Time for some coffee . Slutbucks perhaps .

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