Starbucks Rolls Out New Identity Brand New: There are no surprises with the new identity — actually, I take that back, I like the introduction of the surprising new bright green on the cup holder, it adds a nice touch of vibrancy — and everything falls in place with the idea of evolution. Nothing is a vast departure from the current materials people encounter at Starbucks, but it certainly feels new and re-energized. It’s always interesting to see what a heavyweight like Starbucks does with an identity shift. Whether you drink their coffee or not (I don’t) you will most likely be affected by their design sensibilities due to their scale in the American consumer landscape. This is almost akin to McDonalds tweaking the Golden Arches. I quite like the realignment. And I’m very glad Starbucks decided to realign instead of redesign. It takes maturity to recognize great design elements and showcase them instead of wipe the slate clean and start over.
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Starbucks Rolls Out New Identity

Brand New:

There are no surprises with the new identity — actually, I take that back, I like the introduction of the surprising new bright green on the cup holder, it adds a nice touch of vibrancy — and everything falls in place with the idea of evolution. Nothing is a vast departure from the current materials people encounter at Starbucks, but it certainly feels new and re-energized.

It’s always interesting to see what a heavyweight like Starbucks does with an identity shift. Whether you drink their coffee or not (I don’t) you will most likely be affected by their design sensibilities due to their scale in the American consumer landscape. This is almost akin to McDonalds tweaking the Golden Arches.

I quite like the realignment. And I’m very glad Starbucks decided to realign instead of redesign. It takes maturity to recognize great design elements and showcase them instead of wipe the slate clean and start over.

Source: underconsideration.com