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1、StarbucksDevelopmentofStarbucks’logoTheCEOofStarbucks,HowardSchultz,promulgatedthenewlogototheworldonStarbucks’40thanniversary.ThegreencirclewithStarbuckscoffeewasleftoutfromthepreviouslogo,withwasusedfrom1992.However,itisnotthefirsttimethatStarbuckschangesitslogo.Thiswasthefourt
2、htimeinfact.Asweknowthatlogoisavisualdiscriminationofcorporation.PaulRand,agraphicdesignerwhodesignedtheIBM,ABC,CumminsEngineandWestinghouselogos,whichhavebeenusedfordecades,saidlogosandtrademarkswerelikegood-luckcharmsorrabbits’feet.It’strue.Acorporationmusttakeriskstochangeitsl
3、ogo,foritmaydogreatdamagetoloyaltyindexofcustoms.WhyStarbuckstookthisrisk?Let’sseewhyStarbuckschangeditslogofourtimesfirst.①Starbucks’logoisconnectedwithamermaid,butinfactitissiren,aseanymphinGreekmythology,whichluressailorswiththeirsweetsinging,causingtheirshipstofounder.LogoAis
4、thepictureofsiren.Starbucksusessirenasitslogotoexpresstheideathatcoffeeitselfhasluretopeople.So,wecanseelogoB(1871-1987),theearliestlogoofStarbucks.Wecanseethewords,STARBUCKSCOFFEETEASPICES,werearoundsiren,whichwastheproductstructureorientationofStarbucks.LogoCisthelogoofIlGiorna
5、le,acompanyofcoffee,whichconsolidatedwithStarbucksin1992.So,thenewlogoofStarbuckswasproduced,whichwasshowedaslogoD(1987-1992).LogoDwasthesymbolofthisconsolidation.ComparedwithlogoB,sireninlogoDbecamemoredoneasitsbreastwashidedbyitslonghair.TherewasanotherchangewasSTARBUCKSCOFFEET
6、EASPICESbecameSTARBUCKSCOFFEE,whichmeantStarbucksfocusedoncoffeemore.Butfewyearsletter,thelogoDwaschanged,becauseMichaelParentwhocamefromQuantumGraphics&DesignadvisedHowardSchultzthatthetwoforkedfishtailsoftoplesssirenwaslinkedwithsex,anditshouldbealtered.Soonlycanweseethesiren’s
7、smilingfaceanditstipoftailsfromlogoE(1992-2011),whichthemostacceptableandpopularlogosofar.LogoFonlyappearedbrieflyinonecommemorativeactivityinSeattle,America,2010.Afterthelatestlogowaspromulgated,mostStarbucks’fansweredisappointedtoit.Thefirstreasonwastheclassicalwords,STARBUCKSC
8、OFFEE,disappeared.Anotherreasonwasthenew
