Filed under: "Whitestone Design Werks", Design, Identity, Logo Design
In light of Starbucks choosing to update their logo on their cups for their 40th anniversary by streamlining and isolating the mark and ditching the name to join the ranks of iconic brands Nike and Apple. Rather than get angry, I thought I would give it my (tongue firmly in cheek) take on what I think would be the next logical evolution of the iconic brandmark.
My take on the change as a designer, I think I would have explored a containing ring around the mark, and maybe even tried experimenting with size and orientation (which I would assume was part of their internal process), but I take my hat off to them for making a gutsy decision to take the next step and elevate the brand above being just about “coffee”. I think that removing the concentric ring, takes it out of the crest-style and negates the need to let it stand in isolation. I think they could have had a little more fun with it. But I also understand their desire to not mess too much more with the equity in the existing imagery. Would love to see the stages of exploration that they went through to arrive at their final design.
Fellow designers, don’t be too critical of my execution, this was just meant to be a quick, five-minute diversion that like all jobs that take three times longer than planned, turned out to take 15 minutes. So, there are nuances of curves that I would normally take more pains to smooth, etc. Also, the fact that by focusing on just the face, I realize that several other key elements to establishing the iconography are missing, notably the star-crown, hair and mermaidish apparitions of the siren. In hindsight, and if I had the time to indulge, I would have added at least two other steps in the evolutionary chain showing a more gradual reduction. The goal here was getting it to it’s minimal essence—actually, more like past it.
I think I’ll go put another pot of coffee on. And, get back to werk.