Very obvious to people, it is the ingenious Starbucks Coffee logo. Starbuck's official logo is always changing, but the design centres around a mermaid-like female. This may be the concept of the company, since mermaids are mythical creatures, they may want to promote their coffee to be very dreamy and nice. This logo is a combination logo as it contains both words and images that represents the brand. In terms of colour, they have stuck with 3 colours which is a good thing as we have learnt in design and principals that a logo should not have more than three colours as it might be too distracting. On top of that, their colours are very neutral with colours using black, white and dark green, which is good because it is not too glaring but the colour combination very well put together, giving a very relaxed feel, which is what the café aims to be.
Whether or not this is a good logo, we have to base it off whether it is Simple, Versatile, Memorable, Timeless, and Appropriate.
The logo is simple as it mainly has one distinct image and the word 'Starbucks Coffee' around it, allowing consumers to know what it is. Versatility wise, the logo is often seen with and without the word, so in a sense the logo is versatile. It is memorable as the logo is seen on the cups of every drink, and also, very few brands has such an image as their logo, and also it has been their logo for a very long time, hence, I think it is memorable. Because of how quirky it is, it has became a signature logo and does not go out of style, hence, it is timeless and classic. Whether or not it is appropriate is subjective. This is because when you think of coffee, the last thing a person would think of is mermaid or fishes. Rival coffee bean & tea leaf, their logo is what it is, a coffee bean and a tea leaf, which is appropriate for them as it would make sense. As a result, I would say that it's logo isn't very appropriate. As if a person who is a total stranger to the logo sees it without the text, he/she would not understand what it is about and might perhaps assume that it is a logo of something related to the sea such as a boating equipment brand.
As a whole, it fulfilled 4 out of the 5 criteria of an effective logo, so it is safe to say that it is quite an effective logo. However, they should not change it as it has become a signature logo for them and is perhaps what makes them special and different from other rival companies.
Typography wise, I think that it was not as important as the logo itself, hence I think the choice of font and size is extremely normal, however I think instead of making the font black, they chose white so as to balance out the colour distribution and also is a better pop of colour in contrast to the dark green, and dark on dark is not good, as this may result in not being able to read it clearly. On top of that, I think it is white so that consumers know that the text is also a part of the entire logo. The spaces between each letter is not very big, I think if they want to, they can spread it out a little bit, however, currently, it looks fine.
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