Starbucks

Starbucks enjoys so much brand recognition that having their name on their logo seems redundant.
Everyone recognizes the ubiquitous Starbucks siren and connects it to the brand.

Issue:

Starbucks released its famous text-less logo in 2011. However, they made a wrong move in
2008 and released a line of vintage coffee cups with their original logo. Shortly after, Starbucks
ended up with complaints from a Christian group because the siren was naked, which any child or
teenager who walked into their coffee shops would see.

Solution:

There was a time when logos were handmade and had so many details. Those times are gone.
Starbucks never attempted a retro campaign again.

Marriott Hotels

The Marriott Hotels brand logo was supposed to convey exclusivity and carry a unified symbol which
looks good on buildings but also on products such as shampoos or pillows.

Issue:

Somehow, Marriott lost its idea somewhere along the way and ended up with a logo which repeated the
symbolic M. It needed a simpler approach.

Solution:
Marriott’s new signature logo was launched in 2014 and impressed the branding world. Marriott pushed
its M symbol in front and managed to simplify its message. Although you can still find the old logo on the
hotel chain’s website, you can enjoy the new Marriott logo and monogram almost everywhere else.

Google

Google is famous for innovating the online world. They also aren’t afraid to adjust their logo every
time their designers consider it has a flaw. Google’s latest rebranding took place in 2015 and introduced
even interactive branding elements. You can dig into Google and other company logo stories
on LogoRealm.

Issue:

There was a brief time in Google’s logo history when it resembled its main competitor, Yahoo.
Similar to Yahoo, the Google logo featured an exclamation mark. Since there weren’t too many search
engines back in October 1998, the resemblance was too visible.

Solution:

Graphic designers removed the exclamation mark in May 1999, only one year after the initial
change. They also decreased shadows, and slightly changed the color hue.

Google continues to surprise as its latest rebranding campaign includes a intentional mistake—or original
approach—of the letters’ construction. The e is tilted, instead of being horizontal. However, this
intentional mistake distinguishes Google as risk takers, and has also inspired Lenovo to choose a tilted e
as well.