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January 09 2011



The founder of Starbucks (7500 self-operated and 5500 licensed stores in 39 countries) explains the change of the logo, quite better than The New York Time’s laid back design critic Steven Heller.

Designed first by Terry Heckler, the iconic mermaid that beckons coffee drinkers was based of a classic 15th century Norse woodcut

By removing the words “Starbucks” and “coffee” from its green logo, Starbucks joints Apple or Nike with a no-name logo.

As The Guardian says: “this could help as the chain expands into countries that not only have a different language but a different alphabet.”

Only brands with such a great personality can do it.

Well done and really well explained.

Don't be the product, buy the product!