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New St. Arbucks Cup
Friday, 11 April 2008

Today Starbucks rolled out a new look for it's cups.  Gone is the familiar green mermaid logo and in it's place a more vintage representation of the Queen of the Sea.  In fact, it's not even green... it's all-brown.  Starbucks has been making an effort to reinvent itself and appear to be returning to it's roots.  Last month, CEO Howard Schultz even closed every store in America for three hours simultaneously for "values training."  Even though a temporary change, the new cup is not well received by branding consultants...

They took a logo that was lively and made it dull,” says Alan Siegel, chairman and chief executive of Siegel+Gale, the big brand consultant that has done work for American Express, Dell and many others. “If they’re trying to communicate a message about going back to their roots, the cup doesn’t work.”


Brand consultant Al Ries of Ries & Ries puts it another way. “Brown is probably the worst possible color [for a logo],” he says. “The reason UPS has been successful with it is that no one else wants to touch the color."

What do you think? Is the new Starbucks cup with its brown, retro logo better or worse than the traditional green-logo version? Do you even care?




Tags:  design starbucks marketing branding coffee
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written by tyler Sayre , April 11, 2008

my motto has always been, IF IT AINT BROWN IT AINT DOWN


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written by the one and only , April 11, 2008

i love it, and the new pike place roast is amazing


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written by oinkette , April 12, 2008

Hmm... I have to say I really don't care for it. It's not the color, it's the defrocked, painfully positioned mermaid...a little scary lookin'...


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written by bliette , April 12, 2008

I think the cup looks so much more mature and classy.


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written by Jen , April 13, 2008

I don't like it all, then again I'm not big on change.


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written by Dan , April 13, 2008

I personally haven't seen the cup yet other than in this pic. They've opened two Starbucks here in Derry in the past 10 weeks we've been here. I like Starbucks but honestly, if there was a mom and pop shop with the right vibe and good coffee, I pick that any day of the week over St. Arbucks, I don't care what kind of cup they use.


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written by Sandie , April 17, 2008

I don't care for the new brown, it's dull and boring. I find myself ordering drinks over ice latley, I think maybe just for the green familiar logo.


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written by Ang , April 17, 2008

i worked for starbucks and i think its a nice move ..

they're changing the look on coffee bags including the lil labels once a year and not too many people realize it but, i mean come on it was bound to happen soon enough .. instead of "going green" they went brown .. seeing as they were once green ...... yeah

the whole getting back to their roots and what not, i still have "friends" that work at starbucks thats been there for years and the company is in much need of change as far as management, lets hope the cup brings that? .. im rambling sorry



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