Starbucks' Retro Logo

          Instead of its green-based logo, in an effort of restoring some of the goodwill and image for the brand, Starbucks is now going to use its traditional image of the twin-tailed mermaid inside the brown medallion,which was used when the Starbucks was first established, for certain periods of time. This brown logo was first introduced in 1971 and had changed for many times until it finally settled with the current image.
          This is their second time restoring the use of the traditional logo; in 2006, to celebrate Starbucks' 35th anniversary, this was also used for a certain period of time. The main reason for this year is to "...restore some of the goodwill and warm feelings for the brand that have gone by the wayside because of increasing coffee prices, machine-made lattes, and bad press" (BusinessWeek).
          Furthermore, Starbucks will introduce the new blend which has been crafted for a smoother and cleaner finish than other traditional blends of Starbucks after criticism they have received from the reviewers of Consumer Reports that those blends taste burned.
          Some worry that this promotion would hurt the company's brand image because the traditional logo is brown-based and includes a mermaid with bare breast. However, Starbucks is only planning to have this promotion for only 8 weeks, and they will go back to its well-known green color logo leaving the traditional one only in ads and as the logo for Pike Place bags of coffee.
          As a marketing student, now I realize more than before that how brand's logo or image can affect customers greatly in many ways. Introducing or changing brand's logo would not be a easy decision to take even if it would last only for a short period of time. However, in a way that Starbucks tries to remind its customers where their roots started from by showing its traditional logo, I think it's very fresh and quite touching strategy for people to actually feel that they are a part of their favorite coffee brand's heritage.

Reference;
http://www.businessweek.com/innovate/content/apr2008/id20080411_065581.htm?chan=innovation_innovation+%2B+design_top+stories

20601008 - Entry 6th