The Starbucks logo is so familiar to even the most casual coffee drinker that we could draw it in our sleep. It’s iconic. The chain’s logo has just undergone a redesign for the first time in nearly two decades and that icon is undergoing some changes, dropping the words “Starbucks Coffee” in favor of something a little more graphic. In fact, the whole frame of the Starbucks siren is gone, leaving only the green mermaid – sans text – behind. Reuters reports that this change is not going over well with consumers who are fans of the brand’s logo, and it isn’t well-received by the branding consultants that they contacted for opinions. Disassociating the name of Starbucks from the logo may give the company room to brand more non-coffee items, but coffee is where the heart of the company is and that might be a turnoff to many.
That said, it’s not changing the coffee or the Starbucks on the corner any time soon. But I might head out to pick up a new mug bearing the classic logo for old times sake because, although I wouldn’t say I had strong feelings on the matter, I have to say that I like the old logo a whole lot better than the new one.