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Unbranding Parody Graphs

This 'Starbucks to the Future' Chart Pokes Fun at Logo Downsizing

— January 20, 2011 — Marketing
This 'Starbucks to the Future' image plays mischievously with the company's tendency to slightly minimize their logo every few years.

Though not everyone is a fan of this concept, unbranding has become a major shift in advertising strategy over the past few years. 'Starbucks to the Future' captures this consumer frustration in the best way possible with satire. The resulting image is playfully humorous, while making an important observation all the same.

Implications - Corporations often change a logo in order to expand the potential of what a corporation could be. When attempting to do so, corporations need to remember to maintain design elements evocative of a company's original logo in order not to completely alienate themselves from their prior identity.
Trend Themes
1. Unbranding - Unbranding has become a major shift in advertising strategy over the past few years, creating opportunities for companies to redefine their brand identity.
2. Satire in Advertising - The use of satire in advertising, as seen in the 'Starbucks to the Future' image, can help capture consumer frustration and make important observations in a playful and humorous way.
3. Logo Evolution - The trend of companies slightly minimizing their logo over time, as shown by Starbucks, highlights the importance of maintaining design elements that connect to a company's original brand identity.
Industry Implications
1. Advertising - The advertising industry can capitalize on the trend of unbranding by helping companies redefine their brand identity and appeal to a changing consumer landscape.
2. Graphic Design - The use of satire in advertising, as demonstrated by the 'Starbucks to the Future' image, presents opportunities for graphic designers to create captivating and humorous visuals that convey important messages.
3. Corporate Branding - Companies specializing in corporate branding can assist corporations in navigating logo evolution and ensuring that design elements of the new logo connect to their prior brand identity, avoiding alienation of existing customers.
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