The sophistication of global business has been gradually expanded nowadays. Growing demands from consumers lead to the rapid growth of competitive business world. Most companies seek the way to make their brand to be recognizable to customers, so that consumers will purchase their products or services as priority. Logo is one of marketing strategies to encourage a brand to be recognized. Unremarkable products can turn to be well- known products by logo, which those brands are represented. Sometimes logo has been redesigned with the objective to refresh its look whilst considering customer recognition. In addition, successful brands sometimes take advantage of their well-known name to sell other products, known as brand extension, under the same brand name.

This study examines the consequences of the logo redesign. Starbucks is selected as our case study, since it has unveiled their new logo with the objective to move beyond the coffee, which is its core product. The redesign of Starbucks logo this time involves with brand extension, brand attitude, brand recognition, brand image, and overall brand equity. Therefore, this paper will study how the redesign of Starbucks logo communicates to the customers, and also what are the effects to brand from the change.

Keywords: the redesign of Starbucks logo, logo, brand extension, brand recognition, brand attitude, brand image, brand equity