Starbucks: Starbucks Global Creative Team and Lippincott

Curator: OCD
date: August 23, 2011
Categories: Brand & Identity Design
Tags: green, huge, OCD, Starbucks, system

In 2011, we saw a “swoosh” be made. Starbucks dropped their wordmark and went all in with their green girl, the Siren.

The stripped-down and simplified icon now provides the foundation for a broader, more dynamic identity system. The Seattle coffee-shop visual cliché isn’t wholly lost, but rather made more powerful and less precious. An appropriate evolution because Starbucks is f’n huge.


Size creates the confidence that—yes—people will recognize the icon without the name, but also creates incredible drag on rollout. Starbucks was, however, very smart to immediately switch over the coffee cups; they are the brand ambassadors. We’ve long advocated for our interns to start a watchdog blog that follows the refresh's implementation process. It is a textbook example of how to manage a rollout.

We “envy” this project because it’s huge and it’s happening. Every client wants a “swoosh” but few have it in their gut to just do it.

  • Christi Bielstein

    Nice and clean ~ congratulations!

  • AJ Jimenez

    I do like this direction a lot. I think it is very clean and functional. Just wish more clients would be open to a designs like this vs the “gradient extravaganza” or the “apple effect.” But that’s just my opinion… take it or leave it! Either way check out some of my work at and I would appreciate any feedback. :)

  • Engine7design

    The perfect evolution however, I think I’ll miss that Starbucky type.

  • Eric Pinckert

    Like it or not, it is important to maintain the distinction between changing a logo and rebranding:

  • Eric Pinckert

    Like it or not, it is important to maintain the distinction between changing a logo and rebranding:

  • Deena Edwards

    Fabulous! So clean and… necessary. It shows confidence and is a refresher to Starbucks costumers. Brands as large as Starbucks can make a move like this because this logo is so widely recognized. It’s sleek without having that “gradient extravaganza” or “apple affect” that AJ is talking about. They’ve moved a little further into the future of their brand with still maintaining their “small, comfy, coffeehouse” logo. 

  • Anonymous

    functional > emotional

  • AustinDesign

    Amazing!  One of the best, most noticeable brands ever.  Nice work!

  • Dekker

    Looks good!

  • Anonymous

    Two thumbs up! I wish I could write that well. Especially the stuff on team logo was pretty good. There are few points I need to add in. I believe, team is all about unity and if I were given a chance to judge and design a team logo, I’d look for something that makes me feelhooked up. I am not very fond of logos with catchy phrases and funky images, good to eyes but with no meaning at all. I prefer seeing team logos  that are simple yet give you a feeling of warmth and togetherness. For instance, just have a look at the 2nd logo in this collection:

    The designer has used the image of fire really well. Since it’s a sport’s team logo, fire reflects the speed and passion and gives a feeling of affection. It’s my point of view, of course. One might prefer the first one – it’s really simple and looks sophisticated. This made me think if it isn’t better to let members choose the team logo  for themselves. After all, they are the ones who’ll hold that up.

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