The Starbucks cup is iconic. Is it so famous that the brand doesn’t need words?
The world’s largest coffee company is betting that you don’t even need to read their name to recognize its logo. Its new cups take the original mermaid, enlarge it and strip it of its surrounding circle that was emblazoned with “Starbucks Coffee.” This is the fourth redesign since the company began in 1971.
Starbucks execs say the change represents a willingness to drop the “coffee” label as it expands into other markets. At the base level, it makes sense — why drink tea out of a cup that exclaims “coffee?” — but it also works as Starbucks adds its name to products like ice cream.
What else is next for the coffee chain? It’s testing ways to order and pay by mobile phone, offering beer and wine during select hours and offering points that can be used in places like grocery stores. Starbucks’ new cups won’t be released until March. So if you weirdly collect Starbucks memorabilia, there’s plenty of time to stock up on old logos. (via AP)