Instead of writing a long press release explaining company’s business move to extend its services beyond certain products, the smart coffee maker Starbucks has introduced a new logo to convey the same message in a creative way.

First time in its history, the coffee-making giant Starbucks has changed its logo since it was displayed on the New York Stock Exchange in 1992. And the logo renewal activity is executed in order to signify expansion beyond coffee products. According to the sources, Starbucks is planning to sell desserts, ice creams, wines and beers.

The GAP story
The logo revamping exercises are not new to the retail industry. Much hype was created when the fashion retailer GAP revamped its logo for the first time. GAP, however, was compelled to bring back the old logo as the customers thought that the old logo was so much cooler than the new one.

Brand experts believe that logo renovations are not the best way to communicate the change. A change in the main logo may hamper the brand’s position, which takes a good number of years to get established.
Brand Consultant James Gregory from Core Brand said, "I think it's nuts,"

"What's it going to be - the coffee formerly known as Starbucks”? questions Gregory.

But Starbucks has already prepared the answer. The coffee-maker says, "It’s possible we'll have other products with our name on it and no coffee in it in the future".

Thus, it will be interesting to the kind of tasty surprises Starbucks brings to its customers.