Eager to extend its activity beyond the only commercialisation of products based on coffee, the US chain of coffee Starbucks has decided to develop a new logo no longer in reference with its historical activity.
Maintaining the representation of the siren as well as the green colour, the brand has led to simplification to delete all the typographical elements, in order to mention no longer its name following the example of world wide companies.

While this choice will have little impact in the countries where the chain is well established, many of the Starbucks “fans” think that this depersonalization may be prejudicial to conquer markets in some countries where the potential clients don’t know well the brand and don’t associate it to a graphic identity.

This decision which has an uncertain outcome will impose the company to be patient in order to know if the bewitching charm of the siren will manage to attract the “coffee-thirsty” towards its bars  or if the group will bear the brunt of sinful pride.

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After a difficult start and a pursuit of recognition fraught with pitfalls, the video format compression DivX, criticized for a log time by the cinema industry for its use by people at large in the diffusion of copyright works, has finally managed to established itself after a long wait . Now installed on nearly 99% DVD / Blu-ray player of the market, the format created in 1999 has decided to adopt a new logo design more moderate in order to accompany its success.

Desirous to have a visual entity in adequacy to its new calibre, the blue capital “X” considered as too “eccentric” has been abandoned. That’s why it opted for characters of uniform size  and a fatter black font, in order to give it a more respectable  aspect. It also took the opportunity to reinforce its credibility by adding  the mention TM (Trade Mark), a guarantee of quality and serious.

Nearly 200 million people should see this logo every day, mostly in a tiny format, whether on Facebook website itself or on the numerous “like” or “sharing” largely spread on the web.

Nothing unusual when viewed in miniature, a fairly standard fonts, we do not even notice a slanting space between the “f” and the “a”. On the other hand, we recognize an uneven side of this fonts and we wonder why there is this slanting separation between the “f” and the “a”.

In fact, originally this logo was based on the Klavika Bold fonts . Besides a test with this fonts gives a very similar result:

We can see that the slant of the “f” was already present, they simply (but rightly) changed the “a” in order to fill and balance the logo.

In any case it’s a fonts rather unconventional, a little bit unbalanced on some letters. The designer who made the logo managed to make it perfectly vertical  while preserving its original and slightly funky character.

What de you think ? not quite balanced, too standard or just perfect ?

ps : this typography dates from the beginning of the website, while it was still called “thefacebook” in  2004

It may have been designed by a student of Harvard or by Zuckerberg itself.