News is rife with the news that Starbuck’s Coffee have revealed their new logo which seems to have lost the name and their golden goose ‘coffee’ from the logo. This comes on the heals of the doomed logo relaunch Gap made a few months ago which proved to be a huge marketing blunder and resulted in them cancelling plans for a global launch of of their new logo.
“I think it’s nuts,” said James Gregory, chief executive of brand consulting firm Core Brand told the BBC. ”What’s it going to be – the coffee formerly known as Starbucks?”
Revamping your image is one thing but Starbuck seem to want to distance themselves from ‘coffee’ and branch out into other services and products that they can offer their customers. Already set up a record label which famously distributed Paul McCartney’s first album after leaving beleaguered EMI the chain now boast their own Ice Cream range and have plans to sell beer and wine in some of its US shops.
