Dropping the Starbucks wordmark and building the ’siren’ icon makes consummate sense. When will brand owners wake up to the realisation that brands are not read, they’re recognised?
The ’siren’ is salient enough and mature enough to allow this transition to happen painlessly and easily. Brands that ’brand’ themselves into a corner by intrinsically linking themselves to a product, find it extremely hard to stretch, and if there’s one thing that a brand needs to ensure it is future ready is flexibility.
True brands are built on emotion and personality. Apple thinks different… Nike just does it! So well done Howard Schultz, you’ve provided yourself with the visual tools to help you take the brand wherever you want to take it.
CEO, pi global