Have you seen the new minimalist Starbucks logo? No words just the sea nymph. When I saw this I thought about the Nike swoosh, the pink ribbon campaign and Apple. Those are brands that have visual representations without the name of the organization. By the way, let us not forget, a logo is not a brand. Other organizations have tried similar approaches but haven fallen flat.
My organization is currently working on two brand development projects that includes creation of a visual identity to support the brand platform that we created. We have used Nike, the pink ribbon and Apple as inspirations and case studies for our work. We love Starbucks and their ability to recruit and retain brand champions. Now we have another reason to be brand advocates.
Only because Starbucks is a trusted and time-tested brand were they able to take this leap. If they did so right out of the gates they would have fallen short of expectations. Too often new organizations want to start the brand development process by creating a logo, often without the brand name attached. Don't do that. Starbucks has been around for 40 years. Do that.
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