Amid declining sales and slowing growth, Starbucks has unleashed a flurry of effort to rejuvenate its brand. Beginning with Howard Schultz’s return as CEO, further efforts have included retraining baristas, a new signature brew, and a curious return to their former logo seen above. Although the design change is temporary, it has been met with strong reactions from brand consultants and some customers. Brand Autopsy showcases a photo history of Starbucks logos, as well as some interesting reader commentary on the artwork’s alleged mythical and religious connections. However, before researching this post I made my own spooky discovery when I turned an empty cup upside down.
Perhaps I’m a victim of my own imagination, but the first thing I saw was a pair of ram horns! Take a look the next time you sip the last frothy centimeter from your triple-tall breve latte.
Leaving the art critiquing behind, I wonder at the inevitability of mega-corporations to avoid this growth-plummet-rebuild cycle. Apple computer went through it and solved the problem in a similar fashion, i.e. by bringing the founding CEO back and focusing on what made them popular. Avid, makers of the nonlinear editing system that most Oscar winning movies are edited on is currently trying to halt a similar decline. Add Southwest airlines to that list.
Whatever the cause, I’m happy to see Starbucks and other companies responding positively to the challenge. I’m also looking forward to the return of the familiar green logo.