Starbucks is undergoing a logo overhaul, changing the size of the logo and actually removing their name from the image.
The redesigning makes the logo larger and more prominent. Howard Schultz, chief executive of Starbucks said that this new change is a “meaningful update” that is meant to help Starbucks increase its presence in the grocery business. They already market several products in stores, including branded ice cream and tea. They now have a new brand of instant coffee named Via.
Schultz left the coffee chain for a brief hiatus and then returned in 2008 to combat dropping profit margins and stalled sales.
The managing director in the UK, Darcy Willson-Rymer, patently denied any allegations that the changes are an attempt to look less like a corporate giant and more like a home-town coffee shop. He said, “”We are not trying to be something else – we are definitely trying to look like a Starbucks,” he said. “The number one letter in my postbag [says] ‘please can I have a Starbucks in my area?’.”
There are about 700 Starbucks shops in Great Britain. Starbucks also plans to replace the heavy mugs that they sell in stores with a lighter bone china version that they expect to cater to “sophisticated” coffee drinkers. They will be replacing an estimated 140,000 cups in the UK alone.