New Starbucks Logo- A Brand is Worth a Thousand Words...

It was released today that Starbucks will be unveiling their new logo for their 40th anniversary. At first I was drawn back in thinking oh no here comes another Pepsi logo. But when I took my first glance I was pleasantly surprised. Instead of trying to make their logo 3D to be considered "modern" they took away the words and just went with a clean Siren.
I think it will be pretty clear that when you are walking around with one of these, that you are drinking a Starbucks Coffee. (Or tea, or Juice, or whatever it is they make there) This brings me to a point when I start to think of my own clients who are in the process of designing a logo and their branding strategy. Of course clients always want their logo to include every aspect of their business. Ex. A real estate group that deals with buyers, but would like sellers, deals with short sales, but would like to deal with luxury real estate comes up with a name like- Los Angeles - Westside Luxury Home Sellers, Buyers Experts and Short Sell Specialists LLC. Of course Starbucks has been building their brand since 1971 so it makes sense for them to go sans words, but including every thing you do in your name is just a bit much so take notes!

The Block at Orange Outlets?

According to the OC Register The Block will be changing it name and branding in the near future to become more appealing to tourists visiting Disneyland.

"We’re not prepared to announce that name yet, but rest assured it will have the word outlet in it. I’m not sure if ‘Block’ means anything." The new name will also have Orange in it.

My guess is the branding will look something like this.
It would keep the streak of terrible branding for anything "Orange". I took 5 minutes out of my day to come up with this logo.



Let me know what you think, and post links of your ideas. Here is the article from the OC Register:

November 30th, 2010, 1:31 pm posted by HANG NGUYEN, Retail Reporter

The Block at Orange, which has been under new ownership for about three and a half years, will soon get a new name.

Simon Property Group, which also owns Brea Mall, Laguna Hills Mall, Westminster Mall and The Shops at Mission Viejo, bought The Block a few years ago from the Mills Corp. The Block is one of Orange County’s largest shopping centers at more than 700,000 square feet.

“This has been a center high on our radar since acquisition,” said Gregg Goodman, president of The Mills, a Simon subsidiary that owns The Block.

He likes that the center is less than four miles from Disneyland and wants to capitalize on its tourists. “We know how much tourists like the outlet experience,” he said. The Block has recently announced new outlet tenants such as Carter’s, Tommy Hilfiger Company Store, Original Penguin Company Store, Perry Ellis Company Store and Levi’s Outlet Store.

“We will rebrand the property,” Goodman added. ”We’re not prepared to announce that name yet, but rest assured it will have the word outlet in it. I’m not sure if ‘Block’ means anything.” The new name will also have Orange in it.

Also, this past June, the city approved a 105,000-square-foot expansion at The Block behind Hollister. About 35,000 square feet of that will be occupied by Nordstrom Rack, which is slated to open in spring 2012. Shoppers should expect several more outlet stores in the expanded area, Goodman said.