Monday Morning Quickie – The Starbucks Logo Brew-haha

I’m a Starbucks regular. Not for the coffee (too much caffeine)…no, my drink is the chai tea latte – to me it’s better than the chai I’ve had anywhere else. I also go because it’s part of the daily dog walk routine, and I enjoy the people that work at my neighborhood Starbucks. It’s part of my life and my community here in Chicago.

Starbucks is one of those brands that many people feel very passionate about. Like me, it’s part of their daily ritual, something evoking positive, pleasurable emotions. They might also feel that the cup in their hand says something about who they are, and what they like. Starbucks fans and customers feel invested in the company, whether they own stock or not. So I’m not surprised to hear that many loyal customers are less than happy with the upcoming Starbucks logo change.

Image courtesy Starbucks

Remember my Dec. 20th Monday Morning Quickie about getting the most from your logo? The brouhaha and controversey over Starbuck’s logo change shows how important a logo can be to people – it’s shorthand for what a business is about, conveying in a single image the overall experience a customer can expect, and is something that can literally trigger an emotional response.

This Wall Street Journal article about the Campbell Soup Company talks about the ‘neuromarketing’ techniques Campbell’s employed to understand how customers were responding to their soup can labels when shopping; they measured biological functions such as heart rate, posture, breathing, and even skin moisture to assess emotional responses. Campbell’s changed their famous soup can labels to get a better emotional response, and sell more soup.

How does all this apply to horse business logo design? We can come up with better logos by remembering that logos can evoke emotional responses, that a good logo can stimulate both sales and loyalty when it’s partnered with a good product or service, and that sudden changes in something as ‘simple’ as a logo can have negative consequences, even if you’re just talking about a good old cuppa joe.


Filed under Equine Industry Marketing, Uncategorized

3 responses to “Monday Morning Quickie – The Starbucks Logo Brew-haha

  1. Great article, Lisa. It’s also another reminder that a lot of thought should go into the development of a logo. May I recommend a book titled THE HERO AND THE OUTLAW; BUILDING EXTRAORDINARY BRANDS THROUGH THE POWER OF ARCHETYPES by Margaret Mark and Carol S. Pearson. A section of the book goes into the archetype behind the development of the Starbucks logo.

    • Thanks, Rhonda, I wasn’t aware of that book and will check it out, sounds like a gem!

      I agree, it’s amazing the hidden meaning you can weave into good logo design. Here’s one of my all-time fave horse business logos, for a holistic veterinary clinic in Napa, CA. If I recall correctly, Dr. Joanna Robson had an original image that she needed interpreted for a logo – the design is by Joni Solis of Joni was able to smooth out some of the intricate detail in the original to make it useable across a variety of media, and she worked in other stuff, like the caduceus (medical insignia) on the round shield. A super logo, very interesting & powerful.

  2. Pingback: Monday Morning Quickie – Logos You’ll Want To Look At, Again & Again | No Biz Like Horse Biz / KempEquine

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