Last week a new logo for coffee giant Starbucks began appearing on coffee cups around the world. The updated logo, first unveiled in January, no longer includes the words “Starbucks Coffee” and the iconic siren symbol has been refreshed.
These small but significant changes for one of the world’s most recognizable brands correspond with the company’s 40th anniversary. According to Starbucks CEO Howard Schultz, the timing was right for an update.
“Throughout the last four decades, the siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth,” Schultz said on the company’s website.
Mixed reviews on the update have sprung from the cyber world, with some praising the company for modernizing the logo and others scolding upper management for altering a strong and powerful company image. One professor of marketing at Washington University, St. Louis, agreed with Starbucks’ decision to make a bold move in order to bolster the company’s status as a top coffee retailer.
“Starbucks is back on track after a two-year sales slide and a logo redesign seems timely,” Martin K. Sneider said on the university’s website. “Not only does it signal that the company has pressed the reset button, but it also underscores the strength of the siren symbol, which identifies Starbucks to its millions of customers.”
Not all re-branding efforts are as successful. Last fall Gap attempted to implement a new logo, but the company quickly reverted to the 20-year-old original logo after immediate backlash from consumers. Time will tell if the new Starbucks logo will find favor with the daily coffee drinking crowd, but it’s clear that Starbucks believes wholeheartedly in the update.
During Lent, we as Catholics take the time to enhance, revise and update our spiritual lives. So often, we become stagnant in who we are and what we are called to that a personal redesign becomes a necessity. If an iconic image like the Starbucks logo can undergo a positive redesign, then I too believe that my spiritual life can be remade this Lenten season into something much stronger than ever before – something fresh and, in the words of Howard Schutlz, true to my “core values.”
Many events in our lives can lead to a personal redesign – college graduation, job loss or gain, divorce, relocation – but we do not have to wait for these life-changing moments to take stock of our relationship with God and make some necessary updates.
So CatholicMatchers, have you ever embarked on a personal redesign? Why?