Starbucks

Coffee is something that people worldwide consume. While Dunkin Donuts is a crowd favorite in New England, Starbucks is a crowd favorite worldwide. The Starbucks logo is a familiar coffee symbol. the green and white logo represents a familiar expensive cost/ taste associated coffee brand. Similar to that of the trendy Whole Foods Market shopper, often times customers will ask for a bag from Whole Foods Market with the large logo to signify that they have the money to shop at a high end, expensive grocery store. Many customers go to Starbucks not necessarily because they are fans of the coffee itself, but the image that carrying the Starbucks cup gives them as being trendy. The signifier for Starbucks would be coffee, and the signified can be explained as cool, trendy, and taste that comes along with the purchase of a Starbucks coffee. While the logo symbolizes the company, its also a reminder, or a symbol known in modern day society as “coffee”. When looking at this symbol, many don’t think “Starbucks” necessarily, but the caffeinated beverage they will be purchasing there. Starbucks is looked at quite often as superior to competitor coffee shops. Part of the reason for this, is amongst social media platforms as well as in public, we see celebrities drinking out of the Starbucks cup setting a trend. Similar to products like Apple, it’s more of a name or brand recognition rather than a quality thing. Although Starbucks is considered to be one of the leading coffee names, it’s interesting to see that they don’t seem to have a strong presence in ads or commercials. By becoming available to people throughout the world, rather than just one country, Starbucks is building their branding, the myth that Starbucks is the best of the best coffee. Over the years, the logo hasn’t changed much at all, which helps to keep the name and the brand recognizable throughout many different cultures.