New Starbucks Logo is Localization Friendly

This discussion belongs to Translation news » "New Starbucks Logo is Localization Friendly".
You can see the translation news page and participate in this discussion from there.

Lutz Molderings  Identity Verified
Local time: 14:43
German to English
+ ...
1 year for this? Jan 7, 2011

What puzzles me is why it took them over a year to come up with this new logo. It's the same logo without the words.


Samuel Murray  Identity Verified
Local time: 14:43
Member (2006)
English to Afrikaans
+ ...
Spread legs logo Jan 8, 2011

To me, the 1987 logo looks like a woman spreading her legs.


Oliver Walter  Identity Verified
United Kingdom
Local time: 13:43
Member (2005)
German to English
+ ...
So they changed it! Jan 8, 2011

Samuel Murray wrote:
To me, the 1987 logo looks like a woman spreading her legs.
Maybe that's why they changed it!


JH Trads  Identity Verified
United States
Local time: 08:43
Member (2007)
English to French
+ ...
marketing Jan 9, 2011

The change makes perfect sense from a marketing perspective, as powerful brands can afford to go with a logo without letters. Nike is a great and even extreme example of logo simplicity and recognition.

For this company it makes a lot of sense to suppress the word "coffee" as they are becoming big in teas. It is similar to Campbell Soup becoming Campbells as their biscuits division becomes larger with Pepperidge Farm. Above all they want to provide customers with an "experience" rather than a product, a comfortable way to spend time and relax, whether it be coffee, tea or a fruit juice for that matter.

I had the opportunity to visit South Korea recently and was struck by the quantity of coffee shops other than Starbucks imitating their colors and the aspect of their logo, which must be oddly flattering...

I enjoyed reading "Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture" by Taylor Clark: very entertaining, insightful and balanced !


Αlban SHPΑTΑ  Identity Verified
Member (2008)
English to Albanian
+ ...
The artist formerly known as Starbucks Jan 9, 2011

So, they are following the footsteps of Prince, hopefully they will follow his trend of fame as well. Their move will not save them from having "Starbucks" translated in other languages.

[Edited at 2011-01-09 10:19 GMT]


Luciana F (X)
English to Spanish
I like it Jan 14, 2011

Maybe people at MySpace could learn a bit.


juvera  Identity Verified
Local time: 13:43
English to Hungarian
+ ...
Underwhelmed Jan 16, 2011

OK, Starbucks, drop the coffee, you are selling other things as well. But I would have thought the name is part of the image.

Particularly, I cannot see why some company would go to such length as Coca-Cola, - especially Coca-Cola! to torture their image into oblivion as far as large part of the world is concerned. I think it is regrettably shortsited of Coca-Cola, and I can tell you, that on top of it they are doing it haphazardly, adapting to the language of some countries but not all.

These two words: Coca-Cola created a recognisable image, just like Google, and for example the Japanese are not fazed by having Google on their computer screens. It is a pity that some company is unable to recognise the strength of their own image.

In Japan Guinness shows "GUINNESS draught" and the description in Japanese underneath. I am sure it does not deter any Japanese to drink Guinness; moreover, if you go there and fancy a pint, you will also find it. Good for them.
Campbell's did not change their name into Kanjis when exported their soups to Japan either.

Would Rolls-Royce, Alfa Romeo, Adidas or CNN change the characters of their names for export? I hope not.
People are not so image blind as some companies think. If they were, there would be no point to any kind of names or logos.


Soonthon LUPKITARO(Ph.D.)  Identity Verified
Local time: 20:43
Member (2004)
English to Thai
+ ...
Starbug Jan 18, 2011

I personally percept it as derivative of Starbug: my bad spelling. In fact this brand name evolves rapidly in Thailand where conventional coffee drinking habits depended only in local coffee beans. Thank to its new logo movement.

Soonthon Lupkitaro


To report site rules violations or get help, contact a site moderator:

Moderator(s) of this forum
Jared Tabor[Call to this topic]

You can also contact site staff by submitting a support request »

New Starbucks Logo is Localization Friendly

Advanced search

CafeTran Espresso
You've never met a CAT tool this clever!

Translate faster & easier, using a sophisticated CAT tool built by a translator / developer. Accept jobs from clients who use SDL Trados, MemoQ, Wordfast & major CAT tools. Download and start using CafeTran Espresso -- for free

More info »
SDL MultiTerm 2019
Guarantee a unified, consistent and high-quality translation with terminology software by the industry leaders.

SDL MultiTerm 2019 allows translators to create one central location to store and manage multilingual terminology, and with SDL MultiTerm Extract 2019 you can automatically create term lists from your existing documentation to save time.

More info »

  • All of
  • Term search
  • Jobs
  • Forums
  • Multiple search