Starbucks drops its name from its logo - Thoughts?


Starbucks Corp. is giving its siren a facelift.

The world's largest coffee company unveiled a new logo Wednesday that drops the words encircling its iconic sea nymph and gives her a few subtle updates.

"What is really important here is an evolutionary refinement of the logo, which is a mirror image of the strategy," said Howard Schultz, CEO of Starbucks. "This is not just, let's wake up one day and change our logo."

This is the fourth version of Starbucks' logo since the company's beginnings as a small coffee, tea and spice shop in Seattle in 1971.

What do you think of it?

via [MSNBC]

Tags: logo, starbucks

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It looks naked. I suppose it'll take some getting used to. A major adjustment many people will find difficult to make. Seriously....it looks like it's missing something!
I like it. The new logo makes the cup more simple and is also making a statement that people don't need to read the word Starbucks to recognize it as a Starbucks product anymore.
I like :D
Personally i'm a fan of this logo! (from Mugs Coffee Shop in Fort Collins CO)
It's even late for this change.
The picture has always been better than the words.
They can drop the coffee as well, it is crap and the concept is so wrong.
I like the old one (the mermaid with the green circle logo)...I don't find the new one offensive (as many people say) but it's too retrò!! Personally, I think it's a bad marketing move, they're going to lose a lot on brand recognition.
The recognition is still there, though the majority of it will be lost. The name AND the logo went together.
Just thought this would be funny. :P
lol...
They don't need a new logo, they need to stop burning their coffee-or at least offer a less-burnt version. As things stand, it's so easy to get much better coffee and much lower prices.
Serious adjustment. I hope they have done their homework and know they wont create brand confusion. Time will tell for we outsiders, not knowing what they have tested already.

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