Saturday, January 29, 2011

Un-Branding


Starbucks Logos Past and Present

Starbucks Logos Future?

Thanks to my favorite librarian for sharing Steve Heller's NY Times article about branding changes for the world's largest coffee company. To mark its 40th anniversary in March, the Starbucks logo will be a zoomed-in image of the mermaid (Howard Shultz calls her the "siren") that is even a bit more abstracted than the desexing she underwent in 1992. More dramatic, however, is the decision to remove the neat-line circles and text that currently envelop the siren. Shultz is counting on the single color and the abstracted figure both to trigger recognition and to free the company from associations that are limited to coffee.

The Times included a visual witticism (shown above) from blogger Felipe Torres, whose progression of abstractions begin with one in which the siren might be mistaken for Lady Godiva, on the way toward the ultimate abstraction of a green disk. As Heller notes, some companies have come to regret tinkering with their logos. Starbucks is contemplating a change that will only work if the existing logo already had a high level of recognition. Given the ubiquity of the company, I actually doubt that dropping the words will make much difference, as people see a vaguely familiar form, most often in places that are also familiar.

The announcement comes as Starbucks enjoyed a significant increase in profits, to a record $346.6 million in the most recent quarter. Given strong growth in revenue -- to $3,000,000,000 for the quarter -- some analysts thought that the profits could have been even higher, but cited rising prices for commodity coffee as a limitation. I remember from my days in the food industry that even a small shift in unit prices for our inputs would make a difference in our financial performance, and that certainly is true for Starbucks. It needs to be kept in mind, however, that spending on  coffee remains relatively modest compared the size of the company. In 2009, for example, the company spent about $500,000,000 on coffee. That makes it one of the world's largest buyers of coffee, but still represents well under 1/10 of total revenues.

PS: Thanks to my friend Julia for mentioning an obvious omission in this post. Independent coffee shops are usually better! My Geography of Coffee Shoppes mentions (and maps) a few dozen that my students and I have enjoyed. (And yes, I assign students to find me coffee shops!)

No comments:

Post a Comment

Thanks for your comment and your interest in my blog. I will approve your comment as soon as possible. I had to activate comment moderation because of commercial spam; I welcome debate of any ideas I present, but this will not be a platform for dubious commercial messages.

Blog Ideas

coffee (19) geography (16) climate change (13) musica (9) Texas (8) education (8) Brazil (7) Mexico (7) migration (7) Massachusetts (6) US-Mexico (6) borderlands (6) deBlij04 (6) cultural geography (5) fair trade (5) food (5) geographic education (5) immigration (5) nicaragua (5) Arizona (4) climate justice (4) deBlij05 (4) music (4) politics (4) water (4) Bolivia (3) Boston (3) GEOG332 (3) GEOG381 (3) Managua (3) Obama (3) Safina (3) border (3) cartography (3) drought (3) libraries (3) pesticides (3) trade (3) unemployment (3) Alaska (2) Amazon (2) Bridgewater (2) Canada (2) Chiapas (2) China (2) EarthView (2) Economy (2) Environment (2) GEOG130 (2) Google Maps (2) Government (2) Hawaii (2) India (2) Lexington (2) Maldives (2) NPR (2) National Monuments (2) National Parks (2) Religion (2) Rio Grande (2) Taunton River Wild and Scenic (2) Tex-Mex (2) The View from Lazy Point (2) United States (2) Venezuela (2) africa (2) censorship (2) central america (2) chocolate (2) deBlij07 (2) deforestation (2) education reform (2) employment (2) environmental geography (2) film (2) global warming (2) islands (2) land protection (2) librarians (2) maps (2) organic (2) peak oil (2) refugees (2) sense of place (2) soccer (2) suburban sprawl (2) television (2) water rights (2) whales (2) ACROSS Lexington (1) Accents (1) Adam at Home (1) Alice (1) Alt.Latina (1) American Hustle (1) April (1) Association of american Geographers (1) Audubon (1) Aunt Hatch's Lane (1) BSU (1) Baby Boomers (1) Banda Aceh (1) Bay Circuit Trial (1) Bechtel (1) Beleza Tropical (1) Belize (1) Beloit College (1) Ben Linder Cafe (1) Bet The Farm (1) Bhopal (1) Bikeway (1) Bill Gates (1) Bill Moyers (1) Boeing 777 (1) Brazilian (1) Brazilianization (1) Bridge (1) British Columbia (1) Bus Fare (1) Bush (1) California (1) Cambridge (1) Cape Cod Bay (1) Carl Stafina (1) Catholic (1) Ceuta (1) Chalice (1) Chipko (1) Citgo (1) Climate risks (1) Cochabamba (1) Colonialism (1) Common Core (1) Commuter (1) Computers (1) Cuba (1) Cups and Summits (1) Dallas (1) David Byrne (1) Delaware Valley (1) Dunkin Donuts (1) EPA (1) Earth Day (1) Earth View (1) Easton (1) Elizabeth Warren (1) Emilia Laime (1) English-only (1) Environmental History (1) Ethiopia (1) Euphrates (1) European Union (1) Evo Morales (1) FIFA (1) Fades Out (1) Farms (1) Food Trade (1) Frederick Kaufman (1) French press (1) Fresh Pond Mall (1) GEOG 332 (1) GEOG 441 (1) Garden of Gethsemane (1) Gas wells (1) General Motors (1) Gini Coefficient (1) Girl in the Cafe (1) Google (1) Gordon Hempton (1) Gravina Island Bridge (1) Great Molasses Flood (1) Guy Lombardo (1) Hawks (1) Heart (1) Higher Education (1) History (1) Holyhok Lewisville (1) Homogenous (1) How Food Stopped Being Food (1) Hugo Chavez (1) IMF (1) Iditarod (1) Imperial Valley (1) Income Inequality (1) Indonesia (1) Iraq (1) Irish (1) Japan (1) Junot Diaz (1) Ketchikan (1) Key West (1) Kindergarden Students (1) King Corn (1) Kiribati (1) Latin America (1) Limbaugh (1) Love Canal (1) Luddite (1) M*A*S*H (1) MCAS (1) MacArthur Genius (1) Maersk (1) Malaysia (1) Malaysian Air Flight 370 (1) Manu Chao (1) Map (1) Marblehead (1) Mary Robinson Foundation (1) Maryland (1) Massachusetts Bay Colony (1) Math (1) Maxguide (1) May (1) Maya (1) Mayan (1) Mayan Gold (1) Mbala (1) McDonald's (1) Melilla (1) Mexicans (1) Michael Pollan (1) Michelle Obama (1) Micronesia (1) Military (1) Military Dictatorship (1) Minuteman Trail (1) Mongolia (1) Monsanto (1) Montana (1) Morocco (1) Mount Auburn Cemetery (1) Mozambique (1) Muslim (1) Nantucket (1) National Education Regime (1) Native Americans (1) New Bedford (1) New Hampshire (1) New York City (1) New York Times (1) No Child Left Behind Act (1) Norquist (1) North Africa (1) Nuts (1) Oaxaca (1) Occupeligo (1) Occypy (1) Oklahoma City (1) Oppression (1) PARCC (1) Pakistan (1) Pascal's Wager (1) Peanut (1) Pearson Regime (1) Philadelphia (1) Philippines (1) Pink Unicorns (1) Poland (1) Portuguese (1) Protest (1) Public Education (1) Puebla (1) Puritans (1) Quest University (1) Rachel Carson (1) Reading (1) Republican (1) Retro Report (1) Robert Reich (1) Rock Legend (1) Ronald Reagan (1) Rondonia (1) SEXCoffee (1) Safety (1) Samoza (1) Sandino (1) Sara Vowell (1) Save the Children (1) Scotch (1) Scotland (1) Seinfeld (1) Senegal (1) Sergio Mendes (1) Severin (1) Sharrod (1) Silent Spring (1) Sinatra (1) Slope (1) Somalia (1) Sombra (1) Sonora (1) Sonoran desert (1) Sonoran hot dog (1) South America (1) Spain (1) Stairway to Heaven (1) Storm (1) Suare Inch of Silence (1) Sumatra (1) Swamp (1) Tacloban (1) The Amazon (1) The Amazon Trail (1) Tigris (1) Tucson (1) Tufts (1) U.S Federal Reserve (1) U.S Government (1) U.S. economy (1) USDA (1) USLE Formula (1) Uganda (1) Unfamiliar Fishes (1) Union Carbide (1) Vacation (1) Vexillology (1) Vietnam (1) ViralNova (1) WNYC Data News (1) Wall Street (1) Walsenburg (1) Walt Disney (1) Walt and El Grupo (1) Ward's Berry Farm (1) West (1) Whaling (1) Winter Storm Saturn (1) Wisconsin (1) World Bank (1) Xingu (1) YouTube (1) agriculture (1) anthropocene (1) antitrust (1) aspen (1) aviation (1) banned books (1) bark beetle (1) bean (1) bicycle (1) bicycling (1) bike sharing (1) binary (1) biodiversity (1) bioneers (1) books (1) boston globe (1) cacao (1) cafe (1) campaign (1) campus (1) cantonville (1) cape verde (1) capitals (1) carbon dioxide (1) carbon offsets (1) carioca (1) cash (1) cashews (1) census (1) chemex (1) chemistry (1) chronology (1) churrasco (1) coffee grounds (1) coffee hell (1) coffee prices (1) college (1) compost (1) computerized test (1) congress (1) conservation commission (1) corn (1) corporations (1) countries (1) cubicle (1) deBlij06 (1) deBlij08 (1) death (1) deficit (1) dictatorship (1) distracted learning (1) distraction (1) drug war (1) earth (1) economic diversification (1) economic geography (1) election (1) embargo (1) energy (1) enhanced greenhouse effect (1) environmentalist (1) ethnomusicology (1) exremism (1) failed states (1) farming (1) financial crisis (1) football (1) forestry (1) forro (1) fracking (1) free market (1) free trade (1) fuel economy (1) garden (1) genocide (1) geography education (1) geography games (1) geography of chocolate (1) geography of food (1) geologic time (1) geotechnology (1) gerrymandering (1) global pizza (1) globe (1) green chemistry (1) guatemala (1) high-frutcose (1) home values (1) hospitality (1) housing (1) illegal aliens (1) income (1) interfaith (1) journalism (1) kitchen garden (1) labor (1) language (1) libertarianism (1) library (1) lingusitics (1) little rock (1) llorona; musica (1) maple syrup (1) mapping (1) medical (1) mental maps (1) microstates (1) mining (1) monopoly (1) municipal government (1) nautical (1) neoclassical economics (1) new england (1) newseum (1) newspapers (1) noise pollution (1) pandas (1) petroleum (1) piracy (1) pirates (1) poison ivy (1) police (1) political geography (1) provincial government (1) proxy variables (1) public diplomacy (1) rabbi (1) racism (1) real food cafe (1) remittances (1) resistance (1) respect (1) rigoberta menchu (1) rios montt (1) romance (1) roya (1) runways (1) russia (1) satellites (1) science (1) sea level (1) selva negra (1) sertao (1) sert√£o (1) sex (1) sex and coffee (1) simple (1) sin (1) solar (1) solar roasting (1) south africa (1) sovereignty (1) species loss (1) sporcle (1) sports (1) state government (1) sustainability (1) taxes (1) tea party (1) teaching (1) textile (1) texting (1) training (1) transect; Mercator (1) travel (1) triple-deckers (1) tsunami (1) utopia (1) vermont (1) vice (1) video (1) wall (1) water resources (1) water vapor (1) whiskey (1) whisky (1) widget (1) wifi (1) wild fire (1) wildlife corridor (1) wto (1)