1. The look for less
When was the last time you freshened up your brand’s look? I’m not talking about a major facelift, more like a subtle makeover. Several of the most recognized brand names have turned to logo changes and updates within the last several months in an effort to simplify — while deepening their connections to consumers and current events.
These updates don’t represent a new brand identity. Rather, brands often make small adjustments to the colors already within their standards to draw attention. But sometimes, a brand will even update its color palette, which is the route one of the most recognized names in coffee has taken in recent years.
At the onset of the pandemic in 2020, global internet usage skyrocketed, as reported in the Global Internet Phenomena Report COVID-19 Spotlight by Sandvine in May 2020. E-commerce became the answer to the global lockdown and safety limitations. This change of pace in consumer spending also had (and continues to have) an impact on the way businesses connect with their consumers. In response, companies have gone back to the drawing board (or color palette, if you will) to tweak their brand identities in an effort to better resonate with customers and stand out in the vast world of e-commerce.
Most of us recognize Starbucks from its iconic green Siren logo. With more than 32,000 locations throughout 76 countries in operation, the Seattle-based coffeehouse turned global powerhouse doesn’t have to do much to maintain its worldwide brand recognition. But in a recent effort to deepen its connections with customers globally, the company made slight adaptations to its iconic shade of green.
A site dedicated to Starbucks’ creative expression notes, “As we evolve to meet beautifully diverse customers all over the world, our brand has evolved too. Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers’ experience central to creative expression.
“By consistently utilizing the Siren logo, an expanded palette of greens rooted in our iconic green apron and a constrained family of harmonious typefaces, we bring purpose and cohesion to every interaction customers have with our brand.” As a company, you’ve likely already given careful thought and consideration to your brand colors and identity. By expanding your color palette with complimenting hues, you can deepen your brand’s connections to consumers through the use of color. Colors can evoke unique emotional responses; Looka’s latest logo trends report highlights the importance of a brand’s color palette.