Starbucks Rebranding - Venti Brand Aspirations, Grande Risk

Starbucks has rebranded with a new logo that drops "Starbucks Coffee" from its mark. The decision to simplify the logo is a strategic move that aims to make Starbucks as iconic as brands like McDonald's and Apple. Unlike these other brands, Starbucks has not invested significantly in brand advertising, but has instead earned recognition through its ubiquitous signage. However, the new logo has a more obscure connection to its name than the logos of other iconic brands, and Starbucks has made a two-step move in one change by dropping both its name and category. While the move makes sense for the brand, it also carries strategic risks that only time will tell if it pays off.