I was asked to redo the Starbucks logo.
My method for redesigning a logo is this: first I try to independently identify the message of the brand in question. I then focus on the existing logo and try to visualize a better way to express the message, while retaining some elements of the original design to maintain familiarity with the brand, even as they evolve. In Starbucks’ case, the message is quality coffee and dependable, consistent consumer satisfaction.
Their current “logo” is halfway to being a mascot, a mermaid looking thing. It doesn’t represent the brand at all.
Here is the original Starbucks logo:
Here are some sketches of logo redesign concepts:
After many long hours, it hit me that I was going about it all wrong. I was redoing what had already been done.
Finally, in a moment of pure inspiration, I realized I needed to think outside the box. I came to the conclusion that Starbucks is dependable as a consumer product franchise. It needs to be represented as such.
What does the brand stand for? Coffee, dependability, consistency. I needed to think beyond… How to capture the crucial elements? The depiction of the mermaid is totally unnecessary, and they don’t even exist? But what says consistency and consumer goods?