New Starbucks Logo Avoids Mentioning Coffee. Or Starbucks

Categories: Doggy Bag

d90e4a46265b4a3f949382332ba907d0.jpg
Starbucks.com
Evolution of the Starbucks logo.
Our favorite morsel from the blogs.

Starbucks today unveiled its new logo, one that keeps the chesty, tiara'd mermaid grasping the double fins of her tail (the company calls her "the Siren") but dumps the company name along with the word "coffee." From Seattle Weekly's Curtis Cartier:

The un-bordered, crowned siren logo stands alone, free from the bonds of reminding anyone what it means ― an undeniable icon like the Nike "Swoosh" or the Target "Target."
In a statement on the company's website, CEO Howard Schultz described jettisoning the word "coffee" this way:
Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well ― and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution.
Translation: Would you like a salumi plate to go with that venti Syrah?



Follow us on Twitter: @sfoodie. Contact me at John.Birdsall@SFWeekly.com


My Voice Nation Help
12 comments
Sort: Newest | Oldest
Chelseynguyen636
Chelseynguyen636

i don't like the new one. I felt frumpy for the whole day after weeing the logo at a starbucks store.

Sally
Sally

this is a stupid article/post. but, you know, thanks for telling us what the blogs say.

sbuxer
sbuxer

I somehow never noticed there was a mermaid in the middle. I'd have recognized the green but am curious if everyone will know what the mermaid symbolizes.

Mainlander
Mainlander

I personally love the typography and stars.

Dima Dragilev
Dima Dragilev

We are running a test to see which Starbucks logo (old or new one) people prefer. If you feel like you have an opinion please let us know. We'll publish the results very soon! Here is the test: http://zurb.us/eq80Sz

Letitia Tandean
Letitia Tandean

perhaps one of those things that will revert back to the original?

The String
The String

Well done. You see the siren and you think of Starbucks anyway. You don't need the words Nike above the swoosh either.

Jim
Jim

What's salumi?

Jim
Jim

Nevermind.

Vgarza671
Vgarza671

i like the other one better..this one looks too plain

Now Trending

Around The Web

From the Vault

 

©2014 SF Weekly, LP, All rights reserved.
Loading...