Wednesday, January 05, 2011

星巴克的商標 / Starbucks Logo

Stackbucks is changing its logo, again !!!

The new logo will retain the siren but will delete the name "Starbucks" and the word "coffee", plus some minor modifications. The change is part of the company's strategy to diversify its product lines beyond just coffee. “Even though we have been and always will be a coffee company and retailer, it's possible we'll have other products with our name on it and no coffee in it,” explained CEO Howard Schultz during the Jan 5, 2011 webcast.

Starbucks' road to diversification should not come as a surprise to consumers living in Ottawa where one can buy drugs in a grocery store, and groceries in a drug store, and to top it all, groceries from Canadian Tire stores.

"Sir, would you like a tire to go with your chai latte today?"


* Toronto Star
"Starbucks keeps siren, cuts name"
* Wikipedia: "星巴克"

"..... 第一家星巴克的商標: 星巴克的商標有2種版本,第一種版本的棕色的商標由來是由一幅16世紀斯堪地那維亞的雙尾美人魚(希臘神話中的塞壬)木雕圖案, 她有赤裸乳房和一條充分地可看見的雙重魚尾巴。後來星巴克被霍華•蕭茲所創立的每日咖啡合併,所以換了新的商標,第二版之商標,沿用了原本的美人魚圖案,但做了少許的修改,她沒有赤裸乳房,並把商標顏色改成代表每日咖啡的綠色,就這樣融合了原始星巴克與每日咖啡的特色的商標就誕生了。在2006年的9月,星巴克又重新讓棕色的商標復活,不過只限於熱飲的紙杯上。星巴克指出,公司是為了慶祝35週年紀念,並且象徵其商標來自美國西北部太平洋沿岸地區的傳承。但這個活動會在9月底結束,而且只限美國。...."

* Wikipedia / "Starbucks"

"... In the second version, which was used from 1987–92, her breasts were covered by her flowing hair, but her navel was still visible, and the fish tail was cropped slightly. In the current version, used since 1992, her navel and breasts are not visible at all, and only vestiges remain of the fish tails ... In January 2011, Starbucks announced that they would make small changes to the company's logo, removing the Starbucks wordmark around the siren and enlarging the siren image itself ....."

Photo Credit:
* Washington Post "Starbucks gives logo a new look":
Starbucks logo dated 1971, 1997, 1992, 2011
* Wikipedia / Canadian Tire
* CTV News "Canadian Tire becomes latest chain to roll out groceries"
* Serious Eats: "The Changing Face of Starbucks"

***Updated*** Related link to blogger friend Space:
* Mind Necessity's Oct 8, 2010 article:
"星巴克 Starbucks"


the inner space said...

like I mentioned in my old article I said, starbucks buliding up their image! Most Hkers follow the brand name effect than personal preference.

Haricot 微豆 said...

Space: Yes, I remember reading & responding to your article. I have put in a link. Thx !!!

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