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

Views: 79

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Replies to This Discussion

Permalink Reply by Alyssa Anda on January 5, 2011 at 12:54pm
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!
Permalink Reply by Melina on January 5, 2011 at 6:49pm
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.
Permalink Reply by Kristine Allen on January 6, 2011 at 12:00am
I like :D
Permalink Reply by James Lynch on January 6, 2011 at 4:53am
Personally i'm a fan of this logo! (from Mugs Coffee Shop in Fort Collins CO)
Permalink Reply by gamze seder on January 6, 2011 at 9:02am
It's even late for this change.
The picture has always been better than the words.
Permalink Reply by São on January 6, 2011 at 12:45pm
They can drop the coffee as well, it is crap and the concept is so wrong.
Permalink Reply by Marica on January 6, 2011 at 1:28pm
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.
Permalink Reply by Alyssa Anda on January 6, 2011 at 2:49pm
The recognition is still there, though the majority of it will be lost. The name AND the logo went together.
Permalink Reply by Amy Wong on January 6, 2011 at 6:10pm
Just thought this would be funny. :P
Permalink Reply by Eugene on January 9, 2011 at 12:04pm
lol...
Permalink Reply by James Kay on January 6, 2011 at 10:35pm
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.
Permalink Reply by Bill Baker on January 9, 2011 at 11:56am
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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