@teusje It’s OK to prefer the 1971 and 1987 logos. Tastes differ. End of discussion.
However, the reason why I shared the previous blog post with the world is not because I utterly like Starbucks (I prefer other coffee brands but that’s not the main topic now) or because of your taste when it comes to the look of the new logo (I like it a lot by the way), but it was actually to note a very interesting new trend. Minimalism. In this blog post, I will digg deeper into that because I think you need a good explanation.
KISS (Keep It Short & Simple, or in this case Small), Small is Beautiful…
This trend represents (already for quite a while now) a reaction to the complexity of previous logos, whereas the simplicity relies on the understanding of the whole. You could say that brands do a sort of a strip tease with their logos until only the most necessary elements remain. For example: the name, or in this case the logo’s itself.
But not only logos are being ‘strip teased’ (and that’s a word I thought I would never use in one of my blog posts), but we can also notice that the minimalism-trend is coming up in packaging.Mr Muscle (here in Belgium also known as Mr Proper) is for example a brand that can perfectly live and stand out from its competitors without the name, so that you only see the man. Or vice versa (of course) so you only see the name on the product. Check this blog for some nice new minimalistic packaging designs.
Back to Starbucks…
The thing why you might not like the new Starbucks logo is maybe because there is no name on it. Or maybe it’s just because you don’t like change, but that again is another important topic. But don’t you think it’s refreshing if people have to think a bit to see the connection between the logo and the brand itself? People are used to see the connection in everything immediately. It makes us stupid, lazy and it takes our sense of creativeness & creative thinking away. I think the good thing about this is that people start to use their brains again. They start thinking extensively about the company and about its products. This is a very good evolution in branding + product design and also one of the main reasons of minimalistic design (or so it is at least in my eyes, but I’m just a small girl, who agrees with me?). Here you can find some creative minimal logo designs which make you think.
People already know how the brand & the packing look like. In my opinion, that’s a bit boring. So why don’t support the creative brains who want to create beauty without all the fuzzy details? Something new, something that attracts customers again to the product itself because it looks so different from all the rest, something that is pure and original, something timeless, something…?
Well, that’s it.
I hope this makes things a bit clearer.