Starbucks' logo is unlike any other coffee shop, which makes it stand out. Their logo has been re-designed a few times, but since the 1970's, the siren woman has always been there. This gives the company a sense of history because of the origin of their logo. They decided to use the siren because it ties back to Seattle, a city with strong seaport roots, and where Starbucks was first created. Because of the company's successful brand awareness, their logo can be immediately recognized by almost anyone. Dunkin' and Starbucks may have the same target audience, which is coffee-drinkers across America, but they attract very different types of customers. Even though Starbucks does not have a coffee cup, say the word coffee, or even sometimes have the name of the company written on their logo, they have no trouble attracting customers to their stores because of this brand awareness. In addition, the green color they use seems to flow throughout the rest of the company from the interior designing of their stores to the relaxing energy they bring about. With that said, I would conclude that Starbucks' logo is very successful. I may be biased because I love Starbucks, but I think their logo is more successful that Dunkin' Donuts' logo.
Dunkin's logo is very different from Starbucks. To start off, the colors are completely different. Starbucks' green color is soothing and calm while Dunkin's bright orange and pink is bold and attention-catching. Although Dunkin is a well-known brand in America, even someone who doesn't know the company would know that they sell coffee because of the coffee cup in the logo. Their logo is to-the-point and has no historical meaning like Starbucks. The use of colors in the logo also is carried through in all of their stores.
