As reported in this story by the DBJ, there is a group of consumers upset with Starbucks. As the story outlines, the group is angry about the new logo that adorns Starbucks’ coffee cups. What is omitted from the story is the reason for the logo change. So, I thought I would take a few sentences to fill you in on the reason behind the switch.
A few weeks back Starbucks introduced a new brew called Pike Place Roast. This brew is designed to be more similar to the coffee that was served in the original location in Seattle decades ago. It is actually quite good coffee, and it is brewed fresh every 1/2 hour. Clearly this was done in response to the high rankings that McDonald’s received in blind coffee taste tests done last year. Starbucks did not fare so well in the same tests and has made a move to get back to what the company does best – brew good coffee.
The logo mentioned in the article, the one a small group of people are upset about, was introduced to coincide with the release of Pike’s Place Roast. This logo is actually the original Starbucks’ logo. Its use is symbolic of the company’s commitment to a return to its roots. For a great article about the complete history of the logo, check out this blog post from author of the book Tribal Knowledge and the blog Brand Autopsy, John Moore.
The article in the business journal does a nice job of describing why the protesters are upset, but forgot to mention the reason why the company made the switch. For those thinking of joining the protest, don’t waste your time. The old logo is just part of an eight week promotion, which is winding down. Do not fear. The family friendly mermaid will be back in only a matter of days. Just when you start to kick that caffeine addiction, all will be back to normal.
Revealing new Starbucks mermaid logo gets mixed reviews – Dayton Business Journal:
