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It’s Minimalism and You Know It

It’s pretty amazing to think about how universally recognized some brand logos have become. Nike, Apple, and Pepsi, as we have all seen, use very simple shapes. Regardless, they are shapes that can still be recognized, independent of words or even colors. But then there’s Starbucks: a company who has just recently set the bar for how far they can successfully simplify their logo.

This spring, Starbucks has removed their trademark mermaid/siren from their cups. They have abandoned the dark green and white color scheme. Instead, they have adopted new, bright springtime colors, different on every size and left their logo to be… a blank, white circle. That’s it. Can you imagine handing out one of the most basic shapes and having your brand still be recognized? Starbucks has claimed the circle as their logomark for the time being. That’s a bold move, but still incredibly well done. Hats off to you, Starbucks designers; you pretty much have this whole minimalism thing down.


  1. Reona Lynch wrote:

    That’s pretty cool. I kinda like the minimalist style on these cups. Now we just wait for someone to find this new design somehow offensive.

    Friday, March 31, 2017 at 12:14 pm | Permalink
  2. Anya Cooke wrote:

    This is awesome

    Friday, March 31, 2017 at 12:42 pm | Permalink
  3. Kimmy Sawettanan wrote:

    I’m a big fan of minimalist style but I don’t know how I feel about Starbucks changing their cup style and taking off their trademarks. I think the original ideas is pretty solid and work very well.

    Friday, March 31, 2017 at 1:15 pm | Permalink
  4. Anisa Harris wrote:

    Wow! You’re right. I rarely drink Starbucks, so I didn’t notice! Thanks for sharing, your post was well written!

    Friday, March 31, 2017 at 3:48 pm | Permalink
  5. Julie Tran wrote:

    I don’t see how a circle can be their brand logo. In my opinion I think they went too extreme on being minimalist.

    Saturday, April 1, 2017 at 2:54 pm | Permalink
  6. Casey Chen wrote:

    I agree with Julie. The only reason I can see this possibly working is that when you think of, essentially, a “cafe to go,” it’s probably going to be Starbucks. So this branding can be recognized simply because there is no competition. While the design is appealing, I thought it was just some reusable cups you can buy.

    Friday, April 14, 2017 at 9:09 am | Permalink
  7. Emily Anderson wrote:

    Oh wow. I didn’t know this was a thing and I find it to be humorous. Good job, Starbucks. (Even if your coffee is overpriced.)

    Friday, April 28, 2017 at 2:54 pm | Permalink