It’s scary that you can recognize the above print as the Heineken logo! Even with out writing, our minds are still able to recognize these corporate logos. They have infiltrated our minds and culture through marketing. This recent Fast Company article, “Paintings Turn Corporate Logos into Abstract Art,” explores a British design studio’s recent venturing: taking corporate logos, stripping them down, and putting them on a canvas display…Reminiscent of what Warhol’s did with iconic American brands like Coca-Cola and Campbell’s, except he used the full logos.
Not to long ago, Starbucks explored this phenomenon. They decided to simplify their logo and drop the words “Starbucks Coffee” from the design. Leaving only the image, the Siren, to speak for the brand. And it works, the Starbucks image is so iconic, that you can still recognize where your coffee cup came from, just with one look. Starbucks has changed their logo three times before this, but removing the copy was a first for them. It didn’t seem like they were afraid of this omission, in fact Starbucks CEO, Howard Shultz thought this change was important to give the Siren “a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage and also ensure we remain relevant and poised for future growth.”
With this logo change, Starbucks has shown us the power of their brand. They have done what this British abstract artist hoped to accomplish. And it works, marketing works!