Which Non-Verbal Logo Doesn’t Belong?

By Steve Baird on January 10, 2011

Posted in Branding, Famous Marks, Food, Marketing, Trademarks

Welcome to another addition of Non-Verbal Logos that truly stand alone (without words). Other additions here and here. The latter was generously republished by David Airey.

So, as we’ve said before, pictures can say a thousand words, but which logo doesn’t belong here:

My answer below the jump.

Starbucks newly announced rebrand of their likely famous black/green/white logo, removing the black color and the words "Starbucks" and "Coffee"– yet, anyway:

The question remains, however, will the newly extracted siren logo join the ranks of the other trademark symbols shown above that really need no words to explain or confine their brand story?

For more on Starbucks recent logo change and announcement, see this robust commentary:

Now, given how many trademark registrations and applications Starbucks has in its IP portfolio, it was a bit surprising to this trademark type that the extracted siren has not formed the basis of her own trademark applications yet, for all the new Starbucks product and service offerings that apparently are forthcoming.

UPDATE: The Economist weighs in on why consumers balk at companies’ efforts to rebrand themselves, here.

Randall Hull

As others have stated, it is a matter of time and exposure in the marketplace to build the equity and recognition of the new form. After all, there was a time that the Nike swoosh was always accompanied by the name. Starbucks decision makes sense in light of their expansion strategy to countries that do not use Roman characters. A symbol that needs no translation is what branding types, like me, aspire to create for our customers.
Wayne Rowe

They all belong – Starbucks icon can and does stand on its own. To think otherwise is very short sighted.
Steve Baird

My question is in the present tense, and I left open the possibility that Starbucks may join the ranks of the other wordless logos depicted at some point in the future, but I’ll have to say, I remain skeptical it will achieve the same level of recognition standing alone. We’ll see.
Randall and Wayne, thanks for dropping by and offering your perspectives!
Jesse de Agustin

I like how you visually present your argument. I think we’ll see if Starbucks joins the ranks of the other identities.
Linda McCulloch

I agree with Stephen’s comments, the Starbucks logo doesn’t belong with the other non-verbal ones.
Dan T.

It would make more sense to link the United Way logo to unitedway.org rather than unitedway.com, since it’s a nonprofit organization. The address you used seems to redirect to the Canadian organization at unitedway.ca.