When we think about brand recognition, the logo is usually the first thing that comes to mind. But recognition is built through an entire visual identity: color, typography, packaging, photography, environment, and the many small ways a brand consistently presents itself.
When Starbucks first launched in the ’70s, its logo looked very different from the way it does now. By the mid-’80s, the siren had developed into something resembling today’s logo. But why a siren? There was no connection to coffee. Without the company name, the average person wouldn’t have known what Starbucks sold. In 2011, Starbucks rebranded again and removed the name altogether. By then, the siren was so recognizable that many people may not have even noticed the words were gone. On its pastry bags, the full logo isn’t even visible. The siren extends beyond the edges of the bag, but people still know exactly what they’re looking at.
So how did Starbucks reach the point where it could lose its name and still be immediately recognizable? By using those elements consistently throughout its brand for years.
Many of Starbucks’ baked goods arrive from outside suppliers in individual clear packaging. When a customer orders one, the pastry is removed from that packaging and placed into a Starbucks bag. It doesn’t need to be repackaged, but doing so gives Starbucks an opportunity to put its identity in the customer’s hands.
That branding extends beyond the logo. I’ve found Starbucks locations in shopping centers by scanning for their green umbrellas. I’m not reading storefront signs or looking for the siren. That dark green alone is enough to tell me where the Starbucks is.
Tiffany & Co. demonstrates the same power of color recognition. Tiffany Blue became so closely associated with the company that Tiffany trademarked the color and later worked with Pantone to standardize its proprietary shade as “1837 Blue.”
A Tiffany box doesn’t need to display a large logo to announce where it came from. The color has been used so consistently, for so long, that it has become one of the company’s most recognizable brand assets.
That’s worth considering when building a new identity. New brands often want an icon that can stand on its own, but a memorable symbol is not automatically a recognizable one. Recognition takes visibility, consistency, and time.
Starbucks didn’t create a siren that clearly meant coffee. Tiffany didn’t find a shade of blue that naturally meant jewelry. They repeatedly connected those elements to their brands until audiences learned the association.
Eventually, the name can disappear. The logo can be cropped. Sometimes all you need is a green umbrella or a blue box.