Bringing the Siren to Life

When we first heard about the possibility of modifying the Starbucks brand identity, our minds went wild with the possibilities. This was the project of a lifetime. The designers here at Starbucks have such a love for this brand – it’s what drives our creativity.

From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.

The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed – points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her – the Siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.

The result is an evolved logo that celebrates the Siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world.

comments (347)

Comment FAQ

    • bbqjudge@comcast.net
    • 1/5/2011 4:16 PM

    I'm sorry but I have to agree with many others - the new Logo does not work. Quci - go back to the prior one before too much money is spent on the new one!

      • trewblue
      • 1/5/2011 8:35 PM

      In reply to: bbqjudge@comcast.net

      I find it sad that so many of you do not like the new logo- I think it is amazing and about time! We don't need it to say Starbucks- we know that siren already! I work for Starbucks as a barista and have been with the company for a long time- she's a beautiful new logo and I look forward to seeing it in the store this spring and being excited about it and everything else that is to come! Besides the company name is next to the drink boxes which is fine! Congrats on a job well done!

        • saya3699@hotmail.com
        • 1/5/2011 9:34 PM

        In reply to: trewblue

        The new logo is undistinguished and bland. Don't like it. Looks more like a generic grocery chain brand trying to emulate the real Starbucks! I don't see the creativeness in it. Anyway, let's hope you don't try to do the same thing with your coffee itself and make it taste like the ones you can get on any NYC street corner carts!

        • katie.biehl
        • 1/6/2011 8:19 PM

        In reply to: trewblue

        For many year's I did not see a distinguishable picture inside the circle on my Starbucks cup. I only saw the words "Starbucks Coffee" surrounding a black area with a picture that I didn't understand. To me, the Siren (as she is apparently called), was secondary and the words themselves were primary. Starbucks didn't need branding change. The logo that was on my cup today (that still included the words) is a much cleaner, more aesthetically pleasing logo and doesn't look

        • bradford_lad
        • 1/7/2011 12:14 PM

        In reply to: trewblue

        Starbucks should be more concerned about what its customers perceive its brand and logo to be. Not its employees. Kentucky Fried Chicken branded themselves as KFC because that's how their customers perceived them. The same with Federal Express branding themselves as FedEx. As much as you might love her, your customers will not recognize nor care who your nameless siren is. This smacks of shameless corporate arrogance. You are not in the same league as McDonalds or Mercedes.

        • linditak
        • 1/15/2011 11:22 AM

        In reply to: trewblue

        Are you trying to get a promotion? So sad that people use politics to climb the ladder. You've worked there for 15 years and haven't gotten a promotion yet? It seems people have figured you out.

        • Coffeefix88
        • 1/19/2011 2:01 AM

        In reply to: trewblue

        Well I'm from South Africa & we don't have Starbuck. Have only drank it in the UK. I had no idea what was in the centre of the name. Had I not been on the website and seen the new logo I would never have known what I was seeing if I saw the Siren. Would have thought it was a fish take out selling coffee.

      • bamboo212
      • 1/5/2011 8:44 PM

      In reply to: bbqjudge@comcast.net

      Nope - don't like it. Very "7-Eleven"/generic style. Sorry....my first thought was "Cheap" looking logo.

        • frenchroasts
        • 1/5/2011 9:43 PM

        In reply to: bamboo212

        Highly distasteful, it looks like a cup mcdonalds would sell coffee in!

        • frenchpress22
        • 1/6/2011 7:29 PM

        In reply to: frenchroasts

        What is distasteful about the new logo? It's the exact logo as before without "Starbucks" or "Coffee" written over it? Is everyone so worried that people will no longer know that you're drinking Starbucks coffee? Oh no, someone might think that you picked up that cup of coffee at the convenience store and only paid 99 cents for it. By the way, McDonalds coffee tastes a lot better than Starbucks as numerous comparisons have shown.

        • bradford_lad
        • 1/7/2011 12:16 PM

        In reply to: frenchroasts

        Which, in my opinion, is much tastier coffee than Starbucks Coffee...err....sorry...Nameless Siren Coffee.

        • CoffeeAnyone?
        • 1/10/2011 7:52 PM

        In reply to: bamboo212

        bamboo212 couldn't have put it better: cheap and generic. Though I doubt that the new look will make a dent in the company's profits.

      • NewStarbucksLogo
      • 1/6/2011 7:21 AM

      In reply to: bbqjudge@comcast.net

      Ha Ha Ha...someone made a huge mistake in my opinion! I design logos for a living, and have for 22 years, so I consider myself an expert on the subject....what are you thinking? A bad decision for Starbucks will make lots of other industries VERY happy...they'll have to buy new signs, new window graphics, vehicle lettering, printable items, cups, etc., which will add up to hundreds of thousands of dollars. In my industry, this isn't a logo, it's a revision. The logo get's a D fro

      • kdonnelly4
      • 1/6/2011 11:44 AM

      In reply to: bbqjudge@comcast.net

      Interesting that so many people have issues with the logo one way or the other. I suppose I think it is unusual to not include the name on the logo and it seems almost generic. I actually like the one they have now. I guess we will have to wait and see why this change is so significant to the company. I wish they had better tasting brew and choices for people who are concerned with calories, fat and sugar. The syrups leave an after-taste and I really don't like Cafe Americano and the brew is

        • kdonnelly4
        • 1/6/2011 11:50 AM

        In reply to: kdonnelly4

        . . . is really acidic to me. Right now, I am getting tea, but I miss coffee! I love Brave, but 600 calories? Yikes. I wish they had something other than soy, I can't drink mild..so you see I am more concerned what is inside the cup, than on the outside.

      • mw2@ti.com
      • 1/6/2011 12:08 PM

      In reply to: bbqjudge@comcast.net

      SB Management, keep in mind that the people who come to this blog and even take the time to comment are some of your best customers from all walks of life. If you cannot win over the minds and support of this group of users, then you have a tough and very expensive uphill battle to win the minds and support of customers worldwide.

      • jganio1
      • 1/6/2011 1:47 PM

      In reply to: bbqjudge@comcast.net

      It looks like all they did was zoom in on the mermaid! Why all the focus on the mermaid? Nautical theme? I never walked into a Starbucks and thought "This place has a nautical theme." Next thing you'll try to do is sell me inistant coffee!

      Sorry... I guess I'd be happier if you just could keep the half & half filled up.

        • trewblue
        • 1/6/2011 3:48 PM

        In reply to: jganio1

        Thats funny because we already make and sell instant coffee- just so you know. A change of logo is not going to change a customers mind on whether or not they are going to buy a cup of coffee. And- there is a story behind the Siren and the siren has always been part of the logo for those of you that have never realized it before. Why does it matter to so many of you what is on the outside of the cup- it should matter what is inside of it a lot more!

        • katie.biehl
        • 1/6/2011 8:23 PM

        In reply to: trewblue

        I have never heard this story of the Siren. I've never seen it in a Starbucks ANYWHERE. If she's so important, why in the world have I never known that she is not a mermaid and that she has a name. When someone mentions Starbucks, my first thought is not the mermaid--it's the name that encircles the black spot with white squigglies.

        • bradford_lad
        • 1/7/2011 12:21 PM

        In reply to: trewblue

        1. Existing customers will see corporate arrogance and will stop buying the brand (I'm in that group but thanks for the free wireless, which is the only reason I visit now). 2. Prospective, new customers will not identify the logo with the product. 3. Many many people do not care about any story behind the siren/mermaid thingy. Bad bad bad marketing move. Someone should be/will be fired for this.

        • cherish1
        • 1/8/2011 11:31 AM

        In reply to: trewblue

        @ trewblew - What's inside and outside of the cup DOES matter. If I am paying, I would like everything perfect. If I had to choose, of course, i would choose what's 'inside' rather than what's on the outside. But the point is, Starbucks had 'both'.. so why mess up & change the 'outside' to make it look like any other cup?????????

        • craftie74
        • 1/8/2011 4:32 PM

        In reply to: cherish1

        I agree with cherish1! I would probably choose as to what is in the cup but I do LOVE the now logo and always look for it every where I go when traveling! The design team...if you can call them that...obviously was not thinking outside the box or in it for that matter! My 9 year old could have come up with a better logo than that! PLEASE don't make this logo a go, keep what we have, it WORKS!!!

        • southerntinkerbell
        • 1/8/2011 9:07 AM

        In reply to: jganio1

        um, mermaid - one tail, siren - 2 tails. ...just sayin'. agree about the diminishing half & half, tho'.

        • lslaz1
        • 1/9/2011 7:51 AM

        In reply to: southerntinkerbell

        Look at logo. She does have 2 tails...

      • dellis66
      • 1/6/2011 3:03 PM

      In reply to: bbqjudge@comcast.net

      For me too, I don't wan't the new logo! Keep the old one!

      • Honda455
      • 1/6/2011 9:41 PM

      In reply to: bbqjudge@comcast.net

      I agree it is like taking the circle off the mercedes logo or putting coca cola as an arial font. Concentrate on better products and customer service rather than wasting time on ruining your brand image. You got right now, maybe the logo will work when cars fly but we are not there yet.

      • texemo
      • 1/7/2011 6:04 AM

      In reply to: bbqjudge@comcast.net

      Ms. Siren is definitely cleaner and more focused, but she also seems exposed to me--more vulnerable without her "life preserver-like" ring of text . The message your new logo sends me is that you aren't focused on coffee anymore. What do you plan to add or change? Along with your new logo, it would help us to understand more of your vision as to why you need to change it.

      • gaross
      • 1/7/2011 3:12 PM

      In reply to: bbqjudge@comcast.net

      I just have one word on the new logo; that is, BORING!!!

      • Txnursescholar
      • 1/8/2011 4:50 AM

      In reply to: bbqjudge@comcast.net

      I really liked the previous logo and sad to see it go to the more generic one. But I will love your caramel macchiatos no matter what the logo looks like!

      • kmartin18
      • 1/8/2011 9:29 AM

      In reply to: bbqjudge@comcast.net

      I am a small Starbuck's stockholder and an advocate for the brand as well as the concepts relative to it. I travel often and one of the first things I do upon entering a new country is to ask if they have a "Starbucks?" How am I going to ask now? Do you have a coffee shop with the picture of a "siren?" I like the old Logo.

      • merlynjean
      • 1/8/2011 11:10 AM

      In reply to: bbqjudge@comcast.net

      I also agree with many others - the new logo does not work. It takes away from the boldness of the logo and makes it seem very generic. It may be a lot more economical but it loses it statement.

      • cherish1
      • 1/8/2011 11:25 AM

      In reply to: bbqjudge@comcast.net

      I have to agree. The new logo just does not work. It's does not identify 'starbucks' as 'starbucks'. The new logo makes the cup look like just another 'nameless' coffee cup from a grocery store. It does look bland.

      • Smokiejazz
      • 1/9/2011 9:33 AM

      In reply to: bbqjudge@comcast.net

      I have to agree with Honda455-it is like Prince changing his name to that male/female sign. What did he do? He changed his name it back! The stores focus their interior on coffee, not the siren. If you want to change then change the price of the coffee and make it more affordable or make a pot of "sale" coffee on a daily basis. Leave the logo alone. I have also been in marketing for 20 years and one thing you do not change is your identity with the public.

      • sexygma
      • 1/10/2011 1:07 PM

      In reply to: bbqjudge@comcast.net

      I think the logo without the band makes it look like a knock-off...wish I could support the new idea, but I just can't!!!

      • tbossio
      • 1/10/2011 9:51 PM

      In reply to: bbqjudge@comcast.net

      I hate the new logo. Sorry but it is not new and improved in my opinion. Stick with the old one.

      • danurag
      • 1/26/2011 11:07 AM
    • stephelieff
    • 1/5/2011 4:24 PM

    As a marketing/design professional, I am confused about the elimination of the company name, Starbucks. I applaud improvements and changes in design, but fail to see how this would be considered successful. I view this new logo as a generic, contemporary stamp for a business that used to be named Starbucks.

      • j_grube
      • 1/5/2011 5:11 PM

      In reply to: stephelieff

      If you're confused about the elimination of the company name from the logo I have serious doubts about your claim of marketing/design professionalism.

        • bradford_lad
        • 1/7/2011 12:25 PM

        In reply to: j_grube

        I'm in agreement with stephelieff on this one. Most companies, even though they have stylized their names into their logos and branding, would not benefit in removing the actual name. Very few companies have pulled this off successfully....Mercedes, McDonalds spring to mind.

      • crashq
      • 1/5/2011 11:33 PM

      In reply to: stephelieff

      I am also confused about this. If you survey Starbucks customers and non-customers, I would bet that the majority of them cannnot rememeber what is inside the iconic green and black logo. Most ould remember the company name around the outside, though.

      I agree with other posters, that henew logo is bland and generic looking. The green and black color scheme of the current logo is instantly recognizable simply by a glance at teh color scheme. It fits seamlessly into the design scheme of

    • juliegauntt
    • 1/5/2011 4:31 PM

    As a brand marketer I agree with the other comments - why would you remove the company name since that is the "brand". I assume you are hoping the siren is enough to hold the brand and will make it a more universal logo to use with other companies that you purchase such as Seattle's Best?

      • josephhanko
      • 1/5/2011 5:27 PM

      In reply to: juliegauntt

      There are a lot of professionals who do not agree with the Starbucks logo change. What is the problem? The reality is, the company is and will be the same with or without the new logo. If you look at GAP's logo change, that was a mistake (seen here http://wp.me/pmRYt-loW). Starbucks is a great company, one that seeks to stay ahead of the curve. After all, it isn't the logo that makes the customer happy, it's the Starbucks experience.

        • bradford_lad
        • 1/7/2011 12:27 PM

        In reply to: josephhanko

        I think many may view the logo change as corporate arrogance.

        • coomdoom
        • 1/8/2011 2:14 AM

        In reply to: josephhanko

        The thing is, for a new customer, the logo and brand image that you see in either advertising or the outside of the shop (such as the logo that sticks out from the shop as you're walking along the street) is the beginning of the Starbucks experience. As someone said above, there are few companies who pulled off removing their name from the logo, but these had very recognisable logos to be begin with (e.g. McDonald's M is recognisable as they built it up to become recognisable). This is a

        • coomdoom
        • 1/8/2011 2:15 AM
      • michellemorrissey
      • 1/5/2011 6:25 PM

      In reply to: juliegauntt

      Who needs words when a picture says a 1000? I'm sure everyone knows the company name when I describe the logo as "the swoosh"! I like the new Starbucks brand graphic. The siren has a stylized form reminiscent of Art Deco. One day we might be referring to this brand as just "the siren"...

        • queenbee1472
        • 1/5/2011 9:53 PM

        In reply to: michellemorrissey

        Who ever calls ther Nike the swoosh.......? Nobody, you might call them Jordan's but never the swoosh.

        • ferdinandcc
        • 1/6/2011 1:34 AM

        In reply to: queenbee1472

        She's not arguing that anyone calls Nike "the swoosh," but hey, you proved her point. You knew she was talking about Nike without her once mentioning the company's name.

        • trewblue
        • 1/6/2011 4:46 PM

        In reply to: queenbee1472

        I would be willing to bet that you are wrong- many of us call it the "swoosh"- and not Jordan's! My sisters name is Jordan and I don't call them that! Besides- it is not like people are going to all of a sudden go from calling it Starbucks to Sirens or Mermaids! It is just a logo change and a way of moving forward- and celebrating 40 years too!

        • katiebccan
        • 1/13/2011 10:00 PM

        In reply to: trewblue

        name or no name it's dull and boring

        • tmcrowd
        • 1/6/2011 6:33 AM

        In reply to: michellemorrissey

        On the other hand, it's just another GMST (Generic Meaningless Swoosh Thing). See a great commentary on how airlines have lost their identities going for a GMST (http://www.salon.com/technology/ask_the_pilot/2005/07/18/askthepilot145/index.html). The GMST is what happens when any corporation gathers senior management, their internal creative department, and a design agency in order to develop a new logo. The managers will talk about wanting something that shows their company is 'forward

      • Germaine2111
      • 1/6/2011 7:30 AM

      In reply to: juliegauntt

      I don't think the Starbucks name has been removed. It's still printed on the cup as they've shown in the video. I don't think they are dumb enough to remove the name altogether. I'm really curious on what they would actually to all the different products and packaging though.

    • kltonjum@hotmail.com
    • 1/5/2011 4:48 PM

    Please, Please, Please go back to the priorl logo, the new one does not feel like the good old comfort that the previous logos provide....

    • cmolling
    • 1/5/2011 4:57 PM

    Ugh.......sorry, but the new logo is......ah.....really lacking. It looks like the designer stopped his/her work 1/2 way through. Your previous logo was 1000% better. I can understand you don't want to limit your "Starbucks" to just "coffee," but maybe just put Starbucks around the icon. It just isn't fitting without the completed look of the words "Starbucks." How about "Starbucks Fresh" around the icon figurine???? Anything but the new logo

    • sagwilson
    • 1/5/2011 5:01 PM

    I am not excited about the new logo. The new logo has to have STARBUCKS on it. It is not the same without the name :(

    • mfallihee
    • 1/5/2011 5:11 PM

    I do not like the new logo. Stay with STARBUCKS. That is who you are!

    • j_grube
    • 1/5/2011 5:11 PM

    BIG improvement. Iconic. Nice work SB team!

    • jmiskimon
    • 1/5/2011 5:13 PM

    Why oh why would you take the company name away from your logo? Bad idea! The siren's great, but the name got you where you are - not the siren. I don't care about the siren. Never realized it was there, wouldn't miss it if it was gone. The name is what I look for.

      • mauricio.ibarra
      • 1/5/2011 5:36 PM

      In reply to: jmiskimon

      Damn! you never realized it was a siren there?? are you blind... do you even know what do starbucks is?

        • trewblue
        • 1/5/2011 9:49 PM

        In reply to: mauricio.ibarra

        Bravo- someone else who is wondering about all of the people on here that do not realize that the Siren is the logo and always has been! Uhhh- duh! It is beautiful and the timing is great- Starbucks is celebrating 40 years! And now the Siren will stand out the way she should! The name is not needed- the Siren has and always will stand for the name!

        • Cschaer
        • 1/5/2011 10:38 PM

        In reply to: trewblue

        For me "Starbucks" is the association, not the siren. I don't say "I going to go get a siren". No. I say I'm going to get a Starbucks, etc. Thus the association is not with the siren, as much as some may want it to be. In fact I'm a reg cust & I've never even heard her mentioned in the cafes. But Starbucks, now that has star power! Like Bose rolex, Tiffanys, etc.

        • j_grube
        • 1/5/2011 10:51 PM

        In reply to: Cschaer

        The siren is Starbucks and that's why you don't need the name. The association is there. You see the logo and think the name. Same goes for Nike, McDonald's, Apple ...

        • trace01
        • 1/8/2011 9:39 AM

        In reply to: j_grube

        Sorry j_grube but I believe if you were to test it, the circle would identify as more iconic than the siren. If Sbux thinks that they are building an icon out of the siren, they missed the boat. I would agree with others when this looks like corporate arrogance and they forgot to really understand what the customer identifies with. Besides, she just seems so incomplete. But I will give them this, it marries up to the new Seattle Best Logo well...

        • trewblue
        • 1/6/2011 4:51 PM

        In reply to: Cschaer

        You sound like someone who shops for brand names regardless of whether or not the quality or experience is there? Most people do not say they are going to get a Starbucks- at least not that I am aware of. I usually say- I am going to Starbucks- I need a cup of coffee. And changing the logo should not change how people refer to Starbucks anyways! That is like saying that you go to GAP to get a gap- ummm last time I checked they sell clothes- not gaps. It just sounds a little funny.

        • katie.biehl
        • 1/6/2011 8:30 PM

        In reply to: trewblue

        Actually, I say generally always say, "I'm getting Starbucks, anyone want anything?" And I know plenty of other people who say the same thing. Starbucks is quality coffee and coffee accessories, not a siren or mermaid or whatever she is. I don't even know how she is associated.

        • southerntinkerbell
        • 1/8/2011 9:12 AM
        • katiebccan
        • 1/13/2011 10:03 PM

        In reply to: trewblue

        you're dreaming trew... lookin' alot like your opinion is a tiny minority so give up taking it personally .. it's not good , it looks like a cheap playing card... aquatic queen or something

    • EdwardCannata
    • 1/5/2011 5:15 PM

    Perhaps if I knew the significance of the Siren, then I might understand its purpose as a "stand alone" design element of the logo. But I am sure that besides myself, no one else really understands why there is a siren in the logo. So maybe the only people that are excited about this change, are the folks who work at Starbucks. Personally my biggest concern is that when a company desides to "fix" that which is not broken - it's usually the start of a trend in the wrong

      • ambernicole628
      • 1/5/2011 10:54 PM

      In reply to: EdwardCannata

      must have not read the last blog-- http://www.starbucks.com/blog/So-Who-is-the-Siren

        • trace01
        • 1/8/2011 9:47 AM

        In reply to: ambernicole628

        If after 40 years I have to be taught what the siren means... then a blog post is far too little.. and far far too late. The fact of the matter is.. most people walking into Starbucks dont even know where the company name derives from...

    • sam.melden
    • 1/5/2011 5:16 PM

    Well, Senior Creative Manager at Starbucks, It seems as though despite your hard work and the incredible depth of talent, experience and insight you have... you have failed. I mean, think about it. There are about 7 people who dont like what you have created immediately. Guess you should go back to the drawing board. ;) Oh wait... no, that is just what would happen if the squeaky wheel actually got the grease. I think the logo is just fine. Good work, and thanks for taking a risk. Keep it up!

    • johnspahn
    • 1/5/2011 5:20 PM

    I like that you are using now. I feel that you need to keep the name Starbucks on the cup. I am not thrilled with the new logo.

      • mauricio.ibarra
      • 1/5/2011 5:41 PM

      In reply to: johnspahn

      The name "Starbucks" will be on the cups... this is just the logo.

        • dooogiee
        • 1/5/2011 6:16 PM

        In reply to: mauricio.ibarra

        how do you know? do you work for starbucks? certainly doesn't look like it will here: http://assets.starbucks.com/assets/d90e4a46265b4a3f949382332ba907d0.jpg ..........unless you just mean that it will be in small print at the bottom, but that's pretty obvious and would be a stupid thing to say ;)

        • jkdigges
        • 1/5/2011 6:41 PM

        In reply to: dooogiee

        If you watch the video chief, you will see that it says "Starbucks" on the cup! study up before start talking about things you don't know.....and way to be an ****** online, that's real tough. http://www.starbucks.com/preview

        • dooogiee
        • 1/5/2011 6:48 PM

        In reply to: jkdigges

        I did. It doesn't count if you have to turn the cup around and tilt your head to see the name. it's not the same as being part of / next to the logo. and no, you're a starstarstarstart ;)

        • trewblue
        • 1/5/2011 8:49 PM

        In reply to: dooogiee

        Really- I highly doubt people are going to tilt their head to read it- they can read it in any direction! Oh and wait- they are obviously at Starbucks and are not going to care what is on the outside as long as what is on the inside is what they are expecting! What is on the inside is far more important than what the logo looks like on the outside- but I think it is gorgeous and will share my opinion with the 10,000 customers that come thru our drive thru!

        • trewblue
        • 1/5/2011 8:40 PM

        In reply to: dooogiee

        Wow- some of you are awfully bold! I work at Starbucks but I am also an incredible fan, and an artist! I think it is gorgeous and the Siren has always BEEN the logo for those of you who are just now taking notice!! It says Starbucks in bold black letters next to the drink boxes where they mark your drink down- so it is on the cup still. There is a story behind the Siren which maybe everyone will become more familiar with now that Starbucks is making her more obvious- as she should be :).

        • katie.biehl
        • 1/6/2011 8:34 PM

        In reply to: trewblue

        If she is supposed to be so important to the logo, why have they never printed her story on the cup? I knew there was always a mermaid-type thing on the cup in the logo, but I never understood why. The logo shouldn't have to inspire people to read the story; the story should inspire people about the logo.

    • ericsartoris
    • 1/5/2011 5:20 PM

    I get that Corporate believes they do not need the Starbucks name because their logo is so iconic. But frankly it doesn't work the same way as, say, Apple, whose "Apple" logo makes sense because you are looking at an APPLE. Unless I'm buying Mermaid Coffee, I'd still like to see the name "Starbucks" in the logo. Removing "Coffee" is fine, since you also sell merchandise and tea and stale pastries (sorry). Please meet us in the middle! Update the logo, but

      • ericsartoris
      • 1/5/2011 5:21 PM

      In reply to: ericsartoris

      ...keep the "Starbucks" name within it. Just my $0.02 worth! :)

      • dooogiee
      • 1/5/2011 6:19 PM

      In reply to: ericsartoris

      LOL Mermaid Coffee :P I agree. I bet A LOT of people if shown the new logo would not be able to link it to starbucks.

      • trewblue
      • 1/5/2011 8:44 PM

      In reply to: ericsartoris

      All of you need to learn what "Starbucks" and the Siren are about in regards to the company- and you are wrong- most people recognize that label- even the ones that never even realized it was a siren- it is still green and round! It does not need to say Starbucks. No other coffee company makes a cup that looks like that- it is even recognizable when they use it in movies! And we do not sell stale pastries- I have stocked the pastry case many mornings- they are fresh!!! TALK about what y

        • tcarolan4@aol.com
        • 1/5/2011 10:46 PM

        In reply to: trewblue

        I have read hundreds of these comments tonight regarding the new logo and wholeheartedly agree with every reason given by the vast majority that do not like it. I have visited a Starbucks daily for over 10 years. It wasn't until recently that I noticed what the black 'picture' was inside the circle of green 'Starbucks Coffee' words and asked about it. Even after reading the story of the siren tonight, it is not what I will ever think of as an appropriate logo for the compan

        • tcarolan4@aol.com
        • 1/5/2011 11:02 PM

        In reply to: trewblue

        for the company to stand alone without at least the word 'Starbucks' surrounding it. The current green words and black siren scheme is bold and striking, whereas the green siren alone is not. It's not the small black picture that people know Starbucks by, it's the green and black image that they recognize and relate to. Hopefully this isn't just a forum for expressing opinions, but a medium that mgt will use to listen to their passionate customers and redesign the redesign.

        • trewblue
        • 1/6/2011 4:55 PM

        In reply to: tcarolan4@aol.com

        Sorry to inform you, but Starbucks is not about to lose the Siren after having it as their logo from the beginning, and especially not after 40 years.

        • katie.biehl
        • 1/6/2011 8:37 PM

        In reply to: trewblue

        You said it yourself--"Green and round". There was nothing in there about people recognizing the image inside. It's a circle that is green on the outside with a black center.

      • sshoja11
      • 1/6/2011 7:12 AM

      In reply to: ericsartoris

      Are you buying "apples" when you buy a Mac? No. Your argument doesn't make sense. A logo is a logo, not a literal representation of the company's product offering.

    • bobfet1
    • 1/5/2011 5:22 PM

    I think the new design is brilliant and modern and is something that can take Starbucks into the future. Don't listen to these amateur designers and amateur brand managers who would hate anything new no matter how good it is.

    • ktrovan
    • 1/5/2011 5:23 PM

    sorry but not excited at all with the new logo to me that doesn't say Starbucks. Even when the company I worked for went through a logo change a few years ago. They still kept the name in the logo to not loose sight of the company. Aflac is a perfect example of not just using the duck as their logo or Metlife just using Snoopy. Really hope you rethink this before making changes to the logo nation wide.

    • eemangel
    • 1/5/2011 5:24 PM

    I am a great fan of Starbucks coffee and drink several cups every day. I drink it at home and when I'm out. You have a great name in STARBUCKS that's recognizable anywhere in North America - the siren (didn't know that was its name) is meaningless to me. I wouldn't miss it if you removed it completely. Why on earth would you delete your name? Be proud and print it BOLDLY!!!

    • waggledoodle
    • 1/5/2011 5:33 PM

    I HATE IT! The seond I saw this new cup, I thought why?

    • phoenixrising88
    • 1/5/2011 5:34 PM

    I love your product, but also for some reason take comfort in looking at the logo on the cup. Hate this new version. It lacks warmth and yes the familiar Starbucks name. Am a corporate marketing consultant and you've wasted a lot of money on "branding" advice when it was already great.

    • korastoynova
    • 1/5/2011 5:35 PM

    I understand the need for changes; everyone wants a makeover sometimes. But unfortunately I don't like this new logo. The Siren in the bold green circle is what I see from blocks and blocks away whenever I'm in a strange city. This, I'm not sure if I would recognize it from far away? She doesn't seem to stand out as much. Keep the old one, please.

    • RobynMayo
    • 1/5/2011 5:35 PM

    I agree with most everyone else. WHY leave out your company name? I enjoy drinking STARBUCKS every day. Now it looks like I am drinking out of one of my daughter's Little Mermaid cups. THAT is amateur. UGH!

    • johnhupp
    • 1/5/2011 5:36 PM

    The Starbuck's logo was always just a gestalt green circle to me... Simplifying a logo while making it more iconic strikes me as a uniformly great idea.

    • BrianRussell
    • 1/5/2011 5:37 PM

    Hate the new logo, enough to stop drinking it all together.

    • eddieg0101
    • 1/5/2011 5:38 PM

    I really like the look of the Siren in the new logo. Adding the colors of the Starbucks text to the Siren makes the two elements mesh into one. Very clean.

    • ForeignCorrespondent
    • 1/5/2011 5:38 PM

    With respect, I think the logo redesign is a big mistake. I have drunk a couple of cups of Starbucks each day for years, and I have never honestly noticed what kind of character or symbol was inside the green circle - your name and its font are your brand recognition. Don't be too proud to learn from GAP and Tropicana and New Coke - leave a great thing just as it is!

    • drbarnes35
    • 1/5/2011 5:39 PM

    wednesday january 5, 2011, san angelo, texas. started with starbucks at pinch's deli in tacoma, washington. stopped by the bon marche cascade room at the mall, tacoma, washington, where they served starbucks. goes back aways. now you're arragant enough to think that your logo will be recognized anywhere. balderdash. leave the logo alone. sure the chinese may not be able to read the english words in the logo, no doubt they can still enjoy the coffee.

    • SJCarlson22
    • 1/5/2011 5:39 PM

    I think the new logo is really great. The new mark is a bold and welcome facelift to an iconic brand. I've always been impressed with Starbucks's design, and this is no exception. Excellent work, Starbucks creative team!

    • mauricio.ibarra
    • 1/5/2011 5:40 PM

    I liked the logo, it means a lot to remove the brand name and at the same time create (power up in this case) an icon that everyone should recognize... I think it's awesome the way you implemented... and as far as i know, I'm here because of the experience, not because of a "Starbucks" written in a bold typeface. Cheers to the new logo and the creative staff!!

    • BrianRussell
    • 1/5/2011 5:42 PM

    The is almost as bad as New Coke! http://en.wikipedia.org/wiki/New_Coke

    • starbucksisawsome
    • 1/5/2011 5:44 PM

    This must be a prank of some kind. We are a little ways off from posting an April Fool's Joke.

    • BrianRussell
    • 1/5/2011 5:45 PM

    Wonder if everyone saying they like it, works at Starbucks?

      • dooogiee
      • 1/5/2011 6:25 PM

      In reply to: BrianRussell

      was just thinking the same thing! that would be terribly embarrassing

        • ambernicole628
        • 1/5/2011 11:01 PM

        In reply to: dooogiee

        why would that be embarrassing? for the employees to support and take pride in their company. I think everyone is overreacting terribly with this

        • dooogiee
        • 1/6/2011 8:02 AM

        In reply to: ambernicole628

        "Wonder if everyone saying they like it, works at Starbucks?" ...so you're saying if the ONLY people that like it (compared to the hypothetical millions that don't) are the people that work for the company, that wouldn't be embarrassing?!

        • trewblue
        • 1/6/2011 4:59 PM

        In reply to: ambernicole628

        Thanks- and you are right! I will get on here and defend the company and the people I work with and support! So it is not embarrassing at all! I believe in the company I work for and have no problem stating it! And you are also right about people overreacting about it- it is just a logo- not the end of Starbucks...lol!

        • katie.biehl
        • 1/6/2011 8:46 PM

        In reply to: trewblue

        trewblue - For a lot of us (maybe most of us), the only icon we've had to recognize Starbucks was the black circle inside a green circle with "Starbucks Coffee" in white against the green. So yes, this new logo marks the end of the Starbucks that we know and came to love-"our" Starbucks. The current one (black and green) indicates comfort, stability, reliability. This new one seems almost cold and empty; as if corporate doesn't care about keeping the cozy den feel in t

      • katiebccan
      • 1/13/2011 10:12 PM

      In reply to: BrianRussell

      just what i was thinking Brian.. before this last bunch of comments there were mainly people who saw it for the dull boring design it is.... but suddenly a bunch of almost robotic pro new design responses seemed much set up to me

    • tsmitharts
    • 1/5/2011 5:48 PM

    This is so simple. The last logo was one of the world's mostrecognizable
    logos in the world, so much that one can blur the logo severely and
    still
    can tell its Starbucks. With the new one you can't make that
    distinction. Design 101 people. Go
    back to school.

      • designermama
      • 1/5/2011 7:12 PM

      In reply to: tsmitharts

      Exactly! Thank you for summing it up perfectly. I would have rather seen them change the siren than lose the ring with the copy. Yes, the siren and the green are iconic, but not so much that they can stand on their own. I'm all for refining the siren, but leave the ring around it. Just an excuse to produce new signage and collateral.

        • trewblue
        • 1/5/2011 8:59 PM

        In reply to: designermama

        You are wrong- people will still recognize it! Not only that but it doesn't matter as long as what is in the cup is the same- that is the part that is important! Every company evolves and the new logo looks very fresh and sums Starbucks and its history up beautifully! Maybe some of you need to find out more about the story of Starbucks and the siren before you go knocking it! To me it is like the Siren is free- nothing is containing her anymore- it is great!

    • Elsaaa
    • 1/5/2011 5:57 PM

    I don't like the new logo, I love your coffee, the prior logo, but definitively the propose new image I hate it. Please, come back to the known logo, which almost everybody know & like!

    • Mauriciolonghin
    • 1/5/2011 6:05 PM

    As a regular costumer, City Mug collector (with dozens of world mugs), fan and enthusiast of Starbucks, i'm seriously worried about your strategy. Will miss the old style, seems too big this change, should be less radical. Mauricio, Sao Paulo, Brazil

    • dooogiee
    • 1/5/2011 6:09 PM

    Instantly I thought "wow!". Seconds later I disliked it. Now I'm not sure. As with any big changes big companies make (eg facebook), it will grown on people and eventually they'll accept & learn to like it. Even if I don't quite like it yet, I do think the old logo looks slightly old fashioned [though only really when compared to the new one]. - There's no going back now, anyway.

    • blhouck89
    • 1/5/2011 6:09 PM

    This is not real. I do not care for the new logo. I love the logo as it is with the name. I love Starbucks for the coffee not the food, cookies, ect. It is the coffee that made Starbucks what it is today. I love to buy the coffee cups and the different cups but I love the logo the way it is. Why change something that works. I will continue to purchase the coffee products but the new logo is not becoming to what Starbucks is today. I cant see myself purchasing beverage containes with the new logo

    • fvogel4
    • 1/5/2011 6:12 PM

    The new logo doesn't do it for me. It doesn't have the same comfortable feel and it's as if something is missing. The Starbucks name around the siren makes it iconic.

    • cardosobc
    • 1/5/2011 6:12 PM

    well, it's not everybody ready for changes. I actually like the new logo, but it's too green, bring back the black and the logo will be improve for a new level. We don't need to read *****/nike or adidas. Just the logo is enough.

    • hajududat
    • 1/5/2011 6:23 PM

    "Design 101" you're actually taught the fundamentals of design from fonts to color theory, etc. It's not until late "201" or really "301" when you're taught branding but I digress... Branding is creating an identity that can be recognized thru words, slogan, color, or symbol. Take Nike, Adidas, Pepsi, McDonalds as ex. They don't need words to be recognized by their symbols. The Siren has been a symbol for decades. Whether you agree or not, you WILL st

      • dooogiee
      • 1/5/2011 6:30 PM

      In reply to: hajududat

      Hi starbucks employee. The siren (5 minutes ago, had no idea what this siren was you talk about) to the majority of the world is just that black squiggly bit inside the big green starbucks logo that everyone recognises. The non-obsessed will not recognise this black-turned-green squiggly mermaid drawing

        • hajududat
        • 1/5/2011 6:33 PM

        In reply to: dooogiee

        Sorry, not an employee - just a regular designer with a decade of branding experience.

        • trewblue
        • 1/5/2011 9:03 PM

        In reply to: dooogiee

        You don't need to be obsessed! You will see- people will still recognize the Siren- that is what she is called- a Siren- like a mermaid except with two tales- from the Sea- which is also where the name Starbucks comes from. You do not need the story- but it goes with the logo and some of us do know it. Every company evolves and you will see- people will still recognize it and will end up liking it! It does not matter anyways because people are still going to buy Starbucks for what is inside!

        • trewblue
        • 1/5/2011 9:39 PM

        In reply to: dooogiee

        One more thing- since you do not know apparently. A mermaid has one tail- whereas a Siren has a tail that splits into two- which is what Starbucks logo is- do you see the tail on each side of her? She is a siren not a mermaid. It doesn't really matter- what matters is that people will still buy Starbucks and recognize it- it's still round & the same color green, and no one else uses a logo like that. People know it. Its not like they are going to use the logo on the stores without Sta

      • hajududat
      • 1/5/2011 6:31 PM
        • dooogiee
        • 1/5/2011 6:45 PM

        In reply to: hajududat

        designers' / branding professionals' opinions are the worst opinions on this. you are not the majority, the non-designer public that don't analyse/take notice of everything in a logo are the majority, and most will not associate a mermaid with starbucks

        • hajududat
        • 1/5/2011 7:15 PM

        In reply to: dooogiee

        Meh, I disagree. If you don't understand the brand, then your opinion is the worst. The Siren has been their brand identity for decades and you will still recognize it for years to come. Humans are visual learners. Our minds recognize symbols easier than they do words. Now that they're a household name, they can survive without the words. Research the history of the name, you'll get the "mermaid."

        • trewblue
        • 1/5/2011 9:32 PM

        In reply to: hajududat

        Well said- except that she is a Siren- but you are right about researching the name "Starbucks"- it is a story about a Siren and being out to sea- she is Starbucks as far as the company goes- which has a strong history and for those of you who are making comments about not liking it or not noticing the Siren than you should know the story and history first. Starbucks is a household name just about everywhere- and changing the logo slightly will not matter.

        • tcarolan4@aol.com
        • 1/5/2011 11:26 PM

        In reply to: trewblue

        You keep saying that the logo was changed slightly and it's still round and green. No, the logo has been changed a lot and it's now missing it's bold color. People recognize the black and white image inside a green and white circle, which is nothing like the new green and white striped mermaid-like figure. As you can tell from these comments, she's not the center of attention for most Starbucks customers' recognition of the brand. It's the name, font, and color that peo

        • tcarolan4@aol.com
        • 1/5/2011 11:49 PM

        In reply to: tcarolan4@aol.com

        It's the name, font, and colors that people notice.

        • dooogiee
        • 1/6/2011 8:08 AM

        In reply to: hajududat

        wrong wrong wrong, tut tut tut. you're just seeing it from your side as a big starbucks fan. I only recognise the 'siren' because i've been a fan of starbucks for so long. But the MAJORITY or people are not like you or I and go to starbucks for coffee and do not care what a siren is and why it has anything to do with starbucks. they see and recognise the starbucks name and logo, which is STARBUCKS COFFEE in a green circle with black drawing in the middle. they will not associate a

        • j_grube
        • 1/5/2011 11:05 PM

        In reply to: dooogiee

        That's like saying scientists opinions are the worst opinions when it comes to science, or doctors opinions are the worst when it comes to illness.

        • dooogiee
        • 1/6/2011 8:09 AM
        • trewblue
        • 1/6/2011 3:57 PM

        In reply to: j_grube

        No kidding! Have any of you noticed what the original logo looked like in comparison to the one Starbucks has now- I think its so hilarious that so many of you are just now seeing the Siren when she has always been there! The name "Starbucks" goes with the Siren,not just the logo- but a few of you have said- it doesn't matter what the picture is of- its a logo that is recognized. Its not like people are going to hand their cup back to the barista because the logo is different! I wou

        • trewblue
        • 1/6/2011 4:00 PM

        In reply to: trewblue

        I would so die laughing on the floor if a customer were to actually hand me back a drink because of the logo change! Starbucks has roots- and apparently many of you do not know them and maybe after the logo change more of you will :). You will never change this barista's mind- and I will convince many of our regular customers how great the new logo is! And many of them will hear the story of the Siren as well!

        • katiebccan
        • 1/13/2011 10:20 PM

        In reply to: dooogiee

        You have hit the nail on the head dooogie, if all these so called branding specialists are against the popular vote, then they are so completely inept at their jobs.. for it is the public you're trying to attract here.. and we don't like it.. it's a boring sea of squiggly green on a sea of white... and it does not capture the hearts nor the imagination in any way , of the customer... which is what this is all about.

      • trace01
      • 1/8/2011 9:50 AM

      In reply to: hajududat

      Its the circle and verbiage the customer identifies, not the siren. She is background. Trust me, use that font and circle and say anything else and people will still immediately think Starbucks. They missed it on this one.

    • Norcoian1
    • 1/5/2011 6:24 PM

    I also DO NOT care for the new logo. The old saying, "If it is not broke, don't fix it." Well it sure fits in the case. What are they thinking???? Leave the old logo and let all know where your coffee has come from. There will be no 2nd guesses. If Starbucks is going to have other types of beverages that don't fit the coffee line, then get a new cup for that, but leave it alone for the coffee.

    • 3ureka
    • 1/5/2011 6:26 PM

    seriously..have you done a research before make a change? keep the word STARBUCKS on the green area i think thats enough for the customers and ur branding. **** with the siren. btw Adidas still put the ADIDAS if the space is possible...

    • taraliptak
    • 1/5/2011 6:28 PM

    please don't shoot yourselves in the foot like GAP did by trying to change their logo. by taking away your [now] iconic logo, you'll change how people embrace your product. your new one is bland and feels unfinished without a border around the siren. i seriously don't think people know the Starbucks brand by the siren anyway; it's the Starbucks border that surrounds the siren and the distinct color that makes the brand so recognizable. please consider the collective voice of your

      • hajududat
      • 1/5/2011 6:37 PM

      In reply to: taraliptak

      GAP failed b/c they removed its iconic symbol - the navy blue square it had for so many years. Instead, opting for a ridiculous, tiny gradient square and a dramatic font change. Had they kept the square, maybe using a slightly lighter blue and a subtle font change, then perhaps it would have been successful.

    • Pomeraniansquid
    • 1/5/2011 6:31 PM

    Why mess with a good thing?

      • trewblue
      • 1/5/2011 9:43 PM

      In reply to: Pomeraniansquid

      They are not messing with it- they are updating it and evolving like any good company thinking forward should. Also- Starbucks is about to celebrate 40 years and so it makes sense that they are changing the logo slightly. And it is slight- it is not that huge of a change really. Have any of you ever seen the corporate office in Seattle, WA- you will see the Siren sitting on the top and you can see her from far away- she is Starbucks.

    • sarahwang99
    • 1/5/2011 6:33 PM

    I prefer the 2010 logo.

    • ozberry
    • 1/5/2011 6:42 PM

    The removal of the word coffee brings honesty back to advertising. Coffee is not what Starbucks makes.

      • trewblue
      • 1/5/2011 9:08 PM

      In reply to: ozberry

      Who are you? Coffee is what I go home smelling of everyday! After you have worked there you can make that comment but until then don't say something you can't back up! I was just brewing Pike Place Roast and Casi Cielo for the last 5 hours- that is coffee- both from South America- if it looks like a coffee bean, smells like a coffee bean, and tastes like a coffee bean- it probably is coffee!! Really? Why are you complaining about coffee on Starbucks website! You obviously drink it.

        • crumpetnut
        • 1/6/2011 7:49 AM

        In reply to: trewblue

        I can get what he means by that, Starbucks DOES make coffee, but what people go there for are the specialty drinks. Which really have what? A tablespoon or so of coffee? Some have more than others of course. I love Starbucks. But I don't go there to drink normal coffee, I can make better stuff here at home. (and not quite so strong) Going to Starbucks regularly doesn't mean you drink coffee though. Y'all have lots of non-coffee drinks. :)

        • trewblue
        • 1/6/2011 4:04 PM

        In reply to: crumpetnut

        You are right- there are many specialty drinks with a lot less coffee or espresso in them. However- you are also partially mistaken as I serve plenty of daily Monday thru Friday customers that come in for drip coffee and thats all they come in for! I would agree with you on the making your own coffee at home- I can make a better cup at home also and I think a lot of people do. Starbucks does roast the beans a little different which is why people say it tastes "strong"- they wait for the

        • trewblue
        • 1/6/2011 4:06 PM

        In reply to: trewblue

        When they roast their beans they wait for the second "pop" whereas most companies do not. Some people like it and others do not. I happen to love it and I also happen to like very strong bold tasting coffee. I have nothing against those that do not have a taste for Starbucks- it is not for everyone. But I do love the company and everything it stands for!

      • liphus
      • 1/7/2011 9:40 AM

      In reply to: ozberry

      Starbucks is about "the experience", not coffee.

    • littledebbie11
    • 1/5/2011 6:52 PM

    For me, it's a welcome change. People are saying if it's broke don't fix it, but it WAS broken. The logo screams "90s" to me. I didn't think taking away the name was atrocious by any means. Your logo should be good enough that you don't need your name next to it for the brand to still be recognizable (as in Nike, Apple, McDonalds). Taking away the black and smoothing the siren's curves is also great (really was choppy tbh). When I saw the new logo it was still fa

    • Badeen
    • 1/5/2011 6:54 PM

    BAD MOVE. Don't like the new logo. Removing the name is a mistake. I don't think anyone paid attention to the Siren or what was in the circle. The name is what gets the attention. A company logo shouldn't change......it doesn't say much if you need to change it every 10 years, it looses value. Reinvent yes, change your logo, NO.

    • PsychoMeezer
    • 1/5/2011 6:58 PM

    Frankly, I wish you had gone the other way, and brought back the original 16th Century woodcut design! Of course, being a Rennaissance Faire actor, I'm a bit partial....but, still...

    • dhatstarbucks
    • 1/5/2011 7:01 PM

    I don't mind change and I am sure quite a few creative brains figured this one out, but this is just a little bit too plain and too blah. The green on white just isn't working for me. I was thinking that there might have been some environmental reasoning behind it, but it doesn't look like it. But I go there for the coffee and Ambiente, the logo won't keep me away.

    • elisabethlongyoung
    • 1/5/2011 7:02 PM

    I hate to say this, but I do not like the one color logo without the company name. I prefer the one you are using now. Weren't you all just monkeying arond with it a couple of years ago as well? Sorry - but this one leaves me flat.

    • susanklind
    • 1/5/2011 7:11 PM

    Are you thinking of changing the name of the company? The new logo gives that impression. Updating the siren is good. Dropping the company name from the logo is not.

    • SteveLockitch
    • 1/5/2011 7:29 PM

    YOUR NEW LOGO REALLY STINKS IN SPADES AND I HOPE HOWARD SHULTZ AND ALL THE OTHER BIG MUCK-I-MUCKS COME TO THEIR SENCES BEFORE IT'S TOO LATE!!

    • Dpaull
    • 1/5/2011 7:43 PM

    The logo is cool. Clean and iconic. Those complaining about the omission of the Starbucks name, think Nike and Apple. Siren has risen to that level of recognition.

      • mystarbuckscards
      • 1/9/2011 11:36 AM

      In reply to: Dpaull

      I'm on your side. And, while the Siren may have brand recognition, no one is suggesting anywhere here that the large forty, fifty, sixty foot, lit "STARBUCKS COFFEE" signs over many locations front doors are being removed. The name STARBUCKS will still be ever present, and like now, the 'new' logo will just be one part of the bigger picture.

    • elucasjohnson
    • 1/5/2011 7:43 PM

    You are Starbucks! Deleting your brand would be a marketing mistake. Omit the siren, leave the green circle with Starbucks if you want change and celebration.

    • justbeachy42
    • 1/5/2011 7:44 PM

    It makes me feel like the company is in trouble..who doesn't want their name on their product? BIG mistake..I like the old logo better.

    • piriek8@yahoo.com
    • 1/5/2011 7:50 PM

    The new logo reminds of me of an inflatable doll. Her shape, the hair... ugh. I already miss the old siren - she was unique, and interesting. Plus, you knew she was a two-tailed mermaid. Not anymore....:-(

    • yankeedoodler
    • 1/5/2011 8:16 PM

    Would all of this (majority) dislike in the new design make a difference in what you finally decide to do with the logo? I too like seeing the name of the company, and omitting it makes me wonder if you have future plans of changing the name.??? Perhaps there is something in the wind besides just a change in logo?

    • dgoodwin878
    • 1/5/2011 8:27 PM

    I think the fresh siren illustration is beautifully drawn, leveraging a ubiquitous brand. Bravo to Starbucks for committing to bold graphic design.

    • michaelsteeves
    • 1/5/2011 9:16 PM

    Sad....very sad... The new logo says absolutely nothing about the Starbucks I love to go to. The Siren was always a strange logo, but was intriguing in its first few incarnations. Now that you've stripped away the name of your company and put the siren out there unaccompanied, it becomes obvious how devoid of style and meaning she has become over the years. I hope that this isn't what you plan for your coffee.

    • StacyCates
    • 1/5/2011 9:16 PM

    I don't like the new logo! It looks like something that would be associated with a cheaper and lower-quality product, and it looks incomplete. Without "Starbucks Coffee," the siren could represent anything associated with the sea, like seafood, seafood-flavored cat food, sailing, etc. The previous logo looks rich, detailed, perfect and timeless!! It looks complete - it is also reminiscent of a beautiful design on a coin, which makes you thing of something of worth.

    • trewblue
    • 1/5/2011 9:27 PM

    Starbucks will never change their name- that would make no sense. Every company evolves with time and I think it is a beautiful new logo- that still embodies the other logos of the past. It says Starbucks without using words- that is all.

    • franberman
    • 1/5/2011 10:06 PM

    Your stores have THE WORST customer service. I do like your coffee but I will not go into a store any more. Now seeing that you have idiots in your marketing department too I am questioning using your coffee at all. Really really dumb idea to take your name off your logo. Stupid mermaid picture on a coffee cup. I am currently a manager of a VERY popular retail store and I have 12 years design and marketing experience in NYC. Horrible, Starbucks, just horrible.

    • franberman
    • 1/5/2011 10:08 PM

    Yeah. Now I'm reading over the comments, the people are making sense. Starbucks is probably going out of business because of their horrible customer service so they are taking the name off and they are going to be bought out because they have VERY bad customer service. Well, good then.

      • trewblue
      • 1/5/2011 10:50 PM

      In reply to: franberman

      I am sorry to hear that you think that- and I find it odd actually. I have worked for many big companies and actually Starbucks has customer service that is similar to Nordstroms- I don't know what Starbucks you go to that is so terrible but maybe you need to report it to corporate or maybe it is an individual- what kind of experiences have you had that make you say that? Maybe you need to visit Starbucks closer to its home! And no- they are not going out of business. They are doing very well

      • Donnakate
      • 1/5/2011 11:02 PM

      In reply to: franberman

      Respectfully, I think your problems with customer service has more to do with your attitude going in, and the general lack of customer service in NYC. I have never experienced anything other than terrific, bend over backwards to make the customer happy service in a Starbucks, other than a Barnes and Noble Cafe, which doesn't really count. Starbucks isn't going anywhere, except perhaps up. Try buying coffee outside NYC, and be nice to the people at the counter, and see if the service is

    • denverdick
    • 1/5/2011 10:09 PM

    Sorry, Mike, but your group is not very "creative." The new logo is not only dull but just plain dumb. Yep, this smells like a marketing move. Take a brand that is absolutely solid and proven and mess with it. So, Mike, who in your group messed this one up?

      • j_grube
      • 1/5/2011 11:08 PM
        • denverdick
        • 1/6/2011 9:21 AM

        In reply to: j_grube

        I attacked the "idea" not the person, i.e., Mike. Very smart people can make horrible decisions, especially in marketing groups. Your comment, however, is a personal attack. Mike is part of senior management and can take it. So, don't let your heart bleed too much. I advised marketing managers for years at a Fortune 500 company, believe me he's heard a lot worse at staff meetings.

    • denverdick
    • 1/5/2011 10:11 PM

    Oh, but I forgot, Mike. It would be absolutely great for a cosmetics company looking to push its products on QVC or HSN.

      • trewblue
      • 1/5/2011 10:54 PM

      In reply to: denverdick

      You are rude! What is wrong with some of you that you get on here and knock people like that! Have some common decency! I am sure that Mike's team worked really hard and did all sorts of research on this new logo! Every company changes over time- and changing a logo is about celebrating 40 years as a company and not about what is in the cup! Everyone will still know it is Starbucks- it is not like they are going to take the company name off the front of the stores! The cupst still say Starbuc

        • denverdick
        • 1/6/2011 9:26 AM

        In reply to: trewblue

        Be careful that your blood pressure does not drop too low with all that blood loss from your bleeding heart. I have no doubt that Mike's team worked very, very ******* the project. The point is that once started in the wrong direction, such hard work only takes the company farther on the wrong path very, very quickly.

        • trewblue
        • 1/6/2011 4:11 PM

        In reply to: denverdick

        Oh- my heart is not bleeding- I actually feel a little sorry for you. Really- you think a change in logo is actually going to do any harm to the company- is that what you think. Why are you on here? Out of boredom or are you unemployed maybe with all of that marketing experience you speak of? Where are you from- probably not Washington state! How long have you been going to Starbucks or do you even?

        • cherish1
        • 1/8/2011 12:21 PM

        In reply to: trewblue

        trewblue, in your defence of your logo, you're actually forgetting what Starbucks stand for - besides great coffee, great service & great experience. To provide a great experience, u have to give your customers what they like. You're actually beginning to bark back at the people here who don't like the new logo...who are the everyday customers to starbucks.

      • j_grube
      • 1/5/2011 11:08 PM
    • Consumer123
    • 1/5/2011 10:27 PM

    Starbucks pulled a Coca-Cola here. The new logo looks like it would be on a feminine napkin product or cleaning supplies. It looks like something on a janitors cart. The two contrasting colors is whats good in the old logo. Sure clean up the siren, take out a circle, but with no bounding circle on the green it looks like a recycled cup for a waste managment company. How much did you pay the brand logo research company? Put a circle back in and something black. The status symbol is lost.

      • j_grube
      • 1/5/2011 11:09 PM

      In reply to: Consumer123

      Do you know anything? Coca-Cola is one of the most iconic brands in the world. And they only have one dominant color.

      • tsmitharts
      • 1/6/2011 10:01 AM

      In reply to: Consumer123

      Nicely said. Those shapes, black and green. That's their Nike.

        • captbrian4
        • 1/6/2011 11:11 AM

        In reply to: tsmitharts

        exactly! the logo as it is today IS Starbucks, the mermaid is only a small piece of it, the contrasts, colors, shape, and overall design of each element together is what made it what it is today. Change the BEST thing about Starbucks, yeah that is smart. (no, it isn't the coffee itself that is the best thing about Starbucks, it is your stores and your brand that made it a neighborhood staple across America. IT is why we want to buy your tumblers and mugs and other branded products.

    • ponchin85
    • 1/5/2011 10:37 PM

    i cant believe that you guys are doing this to us, please leave the old logo for our cups....i like the word starbucks on my cups!

    • glcody
    • 1/5/2011 10:44 PM

    I think this new logo looks cheap and detracts from Starbucks name and recognition. Kinda reminds me of another company that focuses on its cheap logo, the golden arches. Starbucks, this that who you are trying to emulate now?

    • Donnakate
    • 1/5/2011 10:55 PM

    I love Starbucks; I've been a loyal customer since the late 70's when I lived in Seattle. When I moved to Australia, I paid $25 a pound to have it mailed to me there. Personally, I think the logo from the late 80's was the most attractive. This one looks more modern, and I am well aware companies want to shake things up occasionally to keep things fresh, butI think this change is a mistake. I wonder how much they are saving on each cup by eliminating part of the design?

    • mystarbuckscards
    • 1/5/2011 11:05 PM

    This LOGO, continuing Terry Heckler's vision, is a far superior revisiting & update, especially when compared to the mess made of the SBC makeover. I see no mention of the debt owed to Mr. Heckler, & Heckler Associates for their genius & creation of the SIREN that we have known for so many years. As to any subtle tweaking, you wasted a whole lot of money. There is so little deviation from the ORIGINAL design that it is wholly lost in the bigger picture. Did anyone really no

    • 3ureka
    • 1/5/2011 11:43 PM

    these pro-cons will never end..then suddenly I remember a local coffeeshop that copied almost the whole Startbucks logo, the circle, the green, everything BUT the siren, so maybe that's why Mike decided to bring the siren to life, to bring out something different. I've been a customer more than a decade and wont stop being one just bcoz I dont like the new logo. I wonder what the "new" customers think about the new logo? "New" here means those who hadn't had STARBU

    • tacshose
    • 1/5/2011 11:50 PM

    Starbucks MARKETING SHOULD ALL BE FIRED! You hired an outside firm to fix siren LINES, my god what a waste of money. How about stop raising the coffee prices due to milk when you waste time on this junk. Also, I agree with everyone else the Black Card was GREAT. This gold card thing is junk. Just bring back the instant rebates if you want to be eco-concerned. You send out paper mailing and worry about recycling cups. GOOD LUCK BEING AROUND IN ANOTHER 40 YEARS!

    • kylekite
    • 1/6/2011 12:29 AM

    I really don't like the new logo. I don't think very many people know about "the siren".

    • hentel77
    • 1/6/2011 1:05 AM

    That's not a step forward - is's a step aside. Think it over!

    • Randynewman11
    • 1/6/2011 1:50 AM

    Dear TREWBLUE and J_GRUBE, companies like ***** and Nike made intelligent decisions to update their logos. They have products that are evolving. The ***** evolved as their products changed. We're talking a cup of coffee and pastries here. Keep pulling shots. You have absolutely no clue what you're talking about.

    • Randynewman11
    • 1/6/2011 2:01 AM

    If someone in marketing was smart, they would have taken these dollars and done something special with it. Like create more jobs in America in this economy. Support our schools. Build a hospital. Instead you waste it on nonsense like this and raise your prices. Stop being such sheep and stop following trends. Starbucks manufactures so much in china and overseas. When are you people going to wake up?

      • trewblue
      • 1/6/2011 4:19 PM

      In reply to: Randynewman11

      Wow- do you actually drink Starbucks? I hope you don't treat the barista on the other side of the counter like this? Starbucks does all sorts of things outside of the normal realm of conducting business- but why would you know that- you don't work there! Oh but wait- I do! That is okay- knock it all you want- its just coffee and pastries anyways, right! ?? Starbucks sets trends- not follows them. There are not many big companies that don't manufacture in China- nice try though!

    • Randynewman11
    • 1/6/2011 2:03 AM

    I think this blog post is done now.

    • deniserthom
    • 1/6/2011 5:13 AM

    Who cares what the cup looks like; just keep the coffee coming! Most of you have the cardboard sleeve on it anyway and it covers the picture up.

      • ploughlin
      • 1/6/2011 12:57 PM

      In reply to: deniserthom

      The sleeve has the logo on as well.
      I think the new logo is weak and looks unfinished. I think it will look even worse on the brown recycled sleeve. The current logo is insntantly recognizeable when scouring the street or airport terminal for somehwere to get your favorite drink. How much is this huge change going to cost and what real value will it add?

    • jennyrose
    • 1/6/2011 5:43 AM

    If it isn't broke don't fix it! You Starbuck's guru's have too much money to throw around. As a successful artist I know the lies you guys get from the advertising world. You have had the same brand for 40 years, your beloved Siren is doing just fine where she is. And as an artist, the new logo shouldn't try to make you look simple it should make you look successful and invite me in. Remember Kentucky Fried Chicken? Right!! nobody does cuz they changed their logo to KFC,

    • 27luckystars
    • 1/6/2011 5:51 AM

    Ugly new logo - bad idea - why mess up a good thing? Starbucks last logo was great. Consumers loved it & it's meaningful to business. Seriously, I'd feel wierd carrying around a cup that looked that dumb. I agree it looks cheap, like poor store brand, not the real deal. Attention STARBUCKS - save the money & be happy with what works, y'all r awesome w/ customer service don't fail us now! ;)

    • marybeths
    • 1/6/2011 6:10 AM

    I like the logo,but keep Starbucks name with it. Not using it would be like Prince changing his name to a symbol. We all know how well that worked. He went back to being Prince didn't he?

    • Steph315
    • 1/6/2011 6:53 AM

    Sorry Starbucks, it bums me out that you're changing what is already an awesome and widely recognized logo. The green ring with the siren makes me gappy, And this new logo is so bland, generic and just doesn't give me the warm
    fuzzy feeling. Plain yuck. I hope that you listen to what I bet will be a very large majority of your loyal customers and no go through with changing what is an icon to many!

    • Jungle525
    • 1/6/2011 7:02 AM

    When I first saw the new logo, tears came to my eyes. The old logo is well designed, instantly recognizable and for someone unfamiliar with the starbucks brand, it shouts coffee. The new logo has none of these features. I do design, and I find it just appalling. But maybe it's just me.

    • mcrimmel
    • 1/6/2011 7:07 AM

    Look, I just made a account just and only so I could comment on this. I HATE this new logo. What makes me even more mad is that I just saw the original logo for the first time, bring that one back! With the "Starbucks Coffee and Tea"..

    • NewStarbucksLogo
    • 1/6/2011 7:17 AM

    Ha Ha Ha...someone made a huge mistake in my opinion! I design logos for a living, and have for 22 years, so I consider myself an expert on the subject....what are you thinking? A bad decision for Starbucks will make lots of other industries VERY happy...they'll have to buy new signs, new window graphics, vehicle lettering, printable items, cups, etc., which will add up to hundreds of thousands of dollars. In my industry, this isn't a "logo", it's a "revision",

    • joshuapetry
    • 1/6/2011 7:18 AM

    Starbucks can definitely be recognized without the name of the brand on the cup. However, I think it looks classier with the name surrounding the siren - not to mention the offset stars that complement the brand. I get the mindset here, but the new logo is pretty bland. Then again, I also miss the days of "The Way I See It." I say keep the name and the ring for aesthetic purposes. If it ain't broke, don't fix it.

    • Germaine2111
    • 1/6/2011 7:42 AM

    Seriously. What is the big deal? The new logo won't change the taste of the coffee. I don't see how it will affect the way I see Starbucks. Afterall, I'm paying for the product and service and not for a logo on a paper cup.

      • viking123v
      • 1/6/2011 8:30 AM

      In reply to: Germaine2111

      You don't think you are paying for this logo change?????? Wait until they raise their prices.

        • trewblue
        • 1/6/2011 4:24 PM

        In reply to: viking123v

        Starbucks did really well this last year so I highly doubt we will raise prices because of the logo change! That is not really a Starbucks way of doing business. Usually Starbucks tries to put off raising prices until they absolutely cannot anymore and the last time was not just because of milk but also because of beans. Besides- in CA prices were just raised a few months ago so that would not make any sense- they would have done it then!

    • jesslin
    • 1/6/2011 7:45 AM

    There's something about the new design that looks - flimsy, almost. Like cheap clip art. I know the general logo trend has been for cheap to print one color and bold simplistic lines, but the siren is a little too complex a design to treat in this manner; even the simple ring around the design would help. I can't say I'm a fan - while I understand the motivation, and old customers won't stop coming just for the logo, I'm less sure of brand recognition for new customers. Time

    • crumpetnut
    • 1/6/2011 7:53 AM

    I like the new logo ok, though it looks kind of bare without some sort of border around it. I would at least outline it in black. I think Starbucks is definitely big enough to let go of their name. And most people would recognize the siren. (even though I always thought it was a mermaid. :P)

    • Rolex24
    • 1/6/2011 7:56 AM

    Haters wanna hate. I think it's a logical step. http://joshfahey.blogspot.com/2011/01/new-starbucks-logo-logical-choice.html

    • viking123v
    • 1/6/2011 8:27 AM

    Well, I am glad Starbucks is doing so well that they can spend all this time, effort, and money on their logo. Personally, I prefer the original brown logo but from the feedback it appears there are a lot of folks who don't like the new design. Calling other people names because of their opinion is just stupid! (See what I mean?) Everyone is entitled to their opinion regardless and I hope Starbucks looks at the feedback. Hopefully, they had some focus groups prior to unveiling the change

    • blaise74
    • 1/6/2011 8:29 AM

    Starbucks has earned the right to drop their name. It's really quite impressive in terms of brand status. Very few have accomplished this. Well done Starbucks!

    • mclovinbux
    • 1/6/2011 8:30 AM

    OK SO ALL OF YOU MAKE A GREAT ARGUMENT!!! BUT, YOU ALSO HAVE TO REALIZE THAT YOUR NOT BUYING STARBUCKS HIGH QUALITY COFFEE FOR THE CUP IT IS IN. (and if you are, that just means you feel you have to buy a symbol to fit in to society wich is really really SAD!!!) ALL THAT THE COMPANY IS DOING IS TRYING TO REFRESH THE APEARENCE SO THAT WE CAN EVOLVE. SONT WORRY YOUSEE THE GOOD OLD LOGO IN A FEW YEARS WHEN THEY BRING OUT THE ANIVERSARY BLEND!!! YOU ALL NEED TO GET A LIFE AND STOP CRYING OVER IT

      • viking123v
      • 1/6/2011 8:33 AM

      In reply to: mclovinbux

      You don't have to yell about it.......I bring my own thermal cup (and save $0.10) which doesn't have any name or logo on it. As I said before, I still like the original brown logo the best.

        • trewblue
        • 1/6/2011 4:29 PM

        In reply to: viking123v

        I think it is great that you bring your own cup! I am a student that is studying to become a marine scientist to help with global climate change so to me- it means a lot that you are one of the few customers that brings in their own cup! And yes- I love the old brown logo- but I am from Washington and love Starbucks thru and thru! Starbucks has earned enough brand recognition to drop the name from the logo in my opinion. The company is doing well and is going to celebrate 40 years- HURRAY!!

    • jkilkullen
    • 1/6/2011 8:32 AM

    Show only the siren to an average shopper. Bet they can't tell you what brand it's for. Show a shopper only the green circle border--some will know the brand right away. The only reason that Starbucks employees (and people who spend all day looking at the fine details of logos) think it's iconic, is because it's been right in front of their face every day for the last 20 years. I'm all for smoothing the lines up and even removing the word coffee.

    • gd2011
    • 1/6/2011 8:37 AM

    This new logo makes me feel in some way like it is unfinished. It's a great thing to try to move into a more modern look, and I can absolutely see what the idea was here, however, in my opinion, it needs a little extra work so it doesn't look TOO simple. Some logos do great with simple, like the Gap logo, but when u go from something that has a lot of craft to something THIS simple, it almost leaves you wondering "Did I miss something? What happened in between?" I think SBux lef

    • ed.carpenter
    • 1/6/2011 8:58 AM

    Great job, Starbucks. I think it's a great progression. I think people need to think more before they write. The brand now carries much more than coffee, so it makes perfect sense to remove the "Coffee" part from the logo. I'm sure they considered leaving the "Starbucks" part without the "Coffee," but I'd imagine that would bare. You did the right thing. All of these people forget Nike, Target, Apple, Playboy, etc all survive without having the name on ev

    • ed.carpenter
    • 1/6/2011 9:03 AM

    and for the people saying they're going to stop drinking Starbucks because they hate the logo, WHO ARE YOU TRYING TO KID?!?! you love it, and you're just as addicted as everyone else. and where else would you go? dunkin donuts?! laughable.

    • liphus
    • 1/6/2011 9:36 AM

    Coke. Pepsi. Target. Starbucks. Restrooms. Some brands transcend the need to include a name. They each have such a cultural impact in our society that their simple marks announce who they are in a quick iconographic manner that is recognized across the globe without having to muddy the message with words. Consider the fact that Pictograms developed before the alphabet. Kudos to the creative team for the elegant, confident logo refinement (and to the brass that approved it). Two thumbs up! Luv it!

      • jkilkullen
      • 1/6/2011 10:13 AM

      In reply to: liphus

      Yes, but Starbucks isn't one of them. Go on--show just the green mermaid to your average shopper (not Starbucks employees, logo designers, or Seattlites), and ask what brand it is. Bet they can't tell you.

        • mkray22
        • 1/6/2011 2:22 PM

        In reply to: jkilkullen

        i'll be you any amount you like that 99 out of 100 will tell you exactly what brand it is. brands, logos and marks work in far more complex ways than you're giving them credit for. the starbucks design team knows this and have preserved exactly as much as needed while still communicating change. it's an elegant solution.

        • jkilkullen
        • 1/6/2011 3:28 PM

        In reply to: mkray22

        I'm not just pulling these numbers out of my ***. I personally conducted Starbuck logo research back when I was an MBA at Stanford as part of a class project, and the results were statistically significant. Starbucks had announced publicly that they were thinking about changing their logo and concentrating on the siren. Respondents overwhelmingly said: round green banded circle=Starbucks; black/white siren image=I don't know/remember.

        • jkilkullen
        • 1/6/2011 3:46 PM

        In reply to: jkilkullen

        In fact, respondents really liked the b/w siren image; they said it was attractive and bold. They just had no idea what it was or stood for. Now if Starbucks had GRADUALLY changed their logo and DIDN'T publicly announce they were doing that, probably no one would have noticed. (That's what Apple did.)

        • trewblue
        • 1/6/2011 4:32 PM

        In reply to: mkray22

        Bravo- you are so right! People do not realize how well recognized the logo is! Even with the new one I would be willing to make the same bet as you! :). That cup has been seen round the world for 40 years now- they know what it is! And they will still!

        • liphus
        • 1/6/2011 2:41 PM

        In reply to: jkilkullen

        You give the general public too little credit.

        • trewblue
        • 1/6/2011 5:54 PM
    • jax12007
    • 1/6/2011 9:36 AM

    My simple Starbucks fix: http://tumblr.com/xrl17eo4w1 or http://www.jspindesign.com/pet-the-****

    • choobers
    • 1/6/2011 9:47 AM

    Mmm, this mermaid brand coffee is just like starbucks!

    • ScottCrothers
    • 1/6/2011 10:06 AM

    The new textless, one-color, revamped logo is a total downer. It's sad to have this kind of worthless tripe be the next logo I'll be looking at for years to come. Please reconsider this mistake. Please don't become a company that doesn't find enough pleasure in their name to keep it on their logo. From classy to trashy... please discontinue this sad episode in Starbucks' history.

      • mandy.mercurio
      • 1/7/2011 11:11 AM

      In reply to: ScottCrothers

      Sadly, I agree. But I still love their stores and coffee...I love walking in to their stores across the country and how they always feel like home. I hope they don't make too many more drastic changes, they already have a great thing going.

    • ertabb
    • 1/6/2011 10:45 AM

    Guys,
    Nice try, but what you have created looks like something that goes on the tail of an airliner. Listen to your public--no one likes the new one and there was nothing wrong with the old one. We love it. Like the coke bottle shape.
    This effort should go the way of the new gap logo.

    • captbrian4
    • 1/6/2011 10:47 AM

    It seems the consensus is that the new logo is a fail. Didn't you do some market research before making a hard decision? I personally think the previous Starbucks logo is one of the single best in the world, hands down. To be honest, for me, the logo and brand are one and the same, and a major reason why I like Starbucks (uniformity of stores 'feel' etc, and collectibility/attractiveness of their logo'ed products). I think the new logo is awful and as I saw a few others mention, b

    • captbrian4
    • 1/6/2011 10:53 AM

    bland, generic, cheap. The siren is an afterthought at best when contemplating the logo as a whole. the contrasting colors and font and name make the logo what it is, hugely successful and recognizable, well liked. logo was one of the biggest successes in the history of marketing and you randomly thought to scrap it? Bad idea, as I will now be ending my reign of collecting mugs that is for sure. The logo was so successful and sought after that you have people DYING to buy the plastic tumbler with

    • captbrian4
    • 1/6/2011 10:59 AM

    change the logo, and watch the Epic Epic fail that will ensue. I am shocked that people left positive comments at all. This is a marketing design travesty and will be just like the GAP, if you are smart you will revert. Or if you are even smarter, just don't go there in the first place fools. If you do, I am hoping this sends the value of my City Mug collection through the roof, people longing for what Starbucks was once with their previous and literally perfect logo. (it is an icon!)

    • maverick_dude@worldnet.att.net
    • 1/6/2011 11:09 AM

    Yet another CEO who gets paid for such nonsense. Previous poster was right: a waste of money to have to change all the logos - everywhere - for what??
    Starbucks wants absolutely to follow GAP - no lesson learned!

    • mystarbuckscards
    • 1/6/2011 11:48 AM

    Change is inevitable. Some people will resist change, regardless of how it comes about. In the life of a brand, Starbucks was long overdo taking an opportunity to revisit their logo. Change was inevitable. If not now, when? So much time & energy has already been invested in the now 'old logo', that it will still be around, & seen, for many years to come. Unlike the SBC makeover, the now 'old SB logo', and the new SB logo compliment each other perfectly. Give it time- you&

      • mandy.mercurio
      • 1/7/2011 11:09 AM

      In reply to: mystarbuckscards

      I don't think it's about resisting change. It is about making change when/where it is needed. Why was change inevitable? Why were they long overdue in 'taking an opportunity to revisit their logo.'? Why is it an opportunity and an opportunity for what?

        • mystarbuckscards
        • 1/9/2011 11:30 AM

        In reply to: mandy.mercurio

        Familiarity may well breed contempt. In the life of a brand, like Coca-Cola, or McDonald's, revisions, both major, & minor, are made over time to keep the identity fresh, & relevant. Where are people's complaints about the other changes made by Starbucks over the years? Starbucks logo as it exists in the US, is not universally used throughout the world & some locations in the US still exist using the earlier split-fin logo, & even Pike Place uses an earlier version of the

    • june6mo
    • 1/6/2011 12:23 PM

    Didn't Starbucks recently try to change its logo back to the brown version and then reverted back to the original logo when customers complained? Now they have this new version (rumor has it it will save money to have one color versus two), but I'm not feeling it. I love my Starbucks coffee cup the way it is. If you must change it, keep the original circle with the Starbucks brand name (if you want to promote the brand) and then perhaps add a star after Coffee on the bottom of the circ

    • june6mo
    • 1/6/2011 12:26 PM

    Oops--my comments got cut. Add a star after Coffee on the bottom of the circle and add the word Tea. Then, remove the Siren and let folks decide what shouuld be in the middle of the circle. Have a competition where folks can vote on what's in the circle. Make the new design seasonally relevant if needed. Otherwise, keep the old logo. This reeks of the New Coke fiasco. If it ain't broke, don't fix it, mister!

    • mkray22
    • 1/6/2011 2:11 PM

    Starbucks Design - Congratulations on the new logo. It's a smart, courageous and thoughtful move. By removing the constraint around the siren, you've preserved the essence of Starbucks DNA yet also pushed it forward in a clear and elegant way. In no way is this move analogous with the Gap's recent evolution of their logo. Theirs did not work because it re-invented unnecessarily. Not so here - Starbucks needs this evolution, and you've projected the right voice for that change.

    • joe4ska
    • 1/6/2011 3:18 PM

    Update the look of your stores. not the logo. Don't GAP it...

      • trewblue
      • 1/6/2011 5:04 PM

      In reply to: joe4ska

      Right- because that would not cost anything! Yeah right! That would cost a fortune! You want higher prices- that would be a way to get them!

    • roxanne2095
    • 1/6/2011 3:24 PM

    Monochromatic, boring, bland and cheap looking. Using only one color ink in the printing process will save the company a fraction of a penny per cup but multiply it times a zillion (give or take) cups being used daily will save the company some cash. Too bad they’re pinching pennies this way. It looks like your customers are not as a whole very impressive either. It's rather obvious you're being cheap.

    • JudyStar77
    • 1/6/2011 4:19 PM

    It is not "Responsible", it is sad, that in this economy, with so many people hurting, that you would have the nerve to spend so much money to change your logo. You should change your motto while your at it, "Do what you want, don't care about anything. Have a Mermaid!". Use your extra money to help the poor, hungry and sick instead of wasting time and money with a new logo. The logo is ugly - may as well put a brown star on the cup.

    • trewblue
    • 1/6/2011 4:40 PM

    Why did you bother getting on here and saying that Starbucks customers are not impressive as a whole if you are not a customer- why are you on here? Oh- by the way- Starbucks did not try to change its logo back to the original brown one- they were advertising Pike Place Roast and trying to go back to their roots, so they had it on a lot of merchandise for that reason. mckray22- nice post! It is good to hear that!

      • SSConnection
      • 1/8/2011 2:47 PM

      In reply to: trewblue

      I think that she was trying to say not very impressed not impressive. It is wonderful to take pride in your company but it is also nice to respect other peoples opinions without getting snippy.

    • crohrs
    • 1/6/2011 5:31 PM

    My whole family agrees that we don't like the new logo. I recently purchased several coffee mugs, seaonal cups and a christmas ornament. If these mugs and cups had the new logo. I would not purchase them. I believe Starbucks will lose business and certainly merchandise sales. Stick with the old, stylish logo. Don't think a change was needed. I agree that the new logo looks like someone is trying to copy Starbucks with a cheap, generic version.

    • MacManJT
    • 1/6/2011 6:56 PM

    Okay, here's my two cents. I don't like the new logo either. If I were to re-invent the Starbucks logo, here's what I would do. Make the Siren bigger and keep the circle around her, but make it more narrow. Take the words out of the circle, and print(in the traditional Starbucks font)Starbucks under the logo in black. Notice I did not mention the word coffee in this remake. The trick to this version it to keep the name proportionate to the logo.

    • 3ureka
    • 1/6/2011 11:09 PM

    getting tired with these arguments. I just wanna see how long will I get used to (and stop complaining when I see) the new logo. It's done and there's nothing we (customers) can do about it. I decided to keep my ol logo cups and merchandises for good...yes it's getting very sentimental! If that's what you want, Starbucks, you got it.

    • delvinson@aol.com
    • 1/7/2011 8:25 AM

    Hate the new logo. The old one was fine. The new logo looks generic. Only Starbucks can put their name on their products... now they choose not to? Why? Who complained about the logo in the first place? It was awesome. I propose the next logo revision be (in the words of Microsoft Windows) "...and upgrade to a more familiar platform." Once you finish this trial run, bring the words back. Thanks :)

    • whatsamthinks
    • 1/7/2011 9:02 AM

    To my fave brand for the longest time: You can say whatever you want and justify or defend for all you could, but you are missing the point - which is that your customers who are what your brand is built upon, DO NOT FEEL POSITIVELY towards the new logo which you (all of you in fact, who supposedly are brand and PR experts) have created/evolved.

    Am even more disppointed that even after all the feedbacks and negative publicity generated, you seem even more prepared to go head on with y

    • djdana
    • 1/7/2011 9:02 AM

    Sorry, but I don't like the new logo! They could just cut out the word "coffee" but leave everything else the same. I bought many products from Starbucks but I will not buy anything else with the new logo on it! I love the word STARBUCKS on all products.

    • mandy.mercurio
    • 1/7/2011 11:04 AM

    Not sure how zooming in on the Siren thing and losing the copy shows the company moving forward. I hope it works, as so many companies have suffered from trying to re-do logos, etc. I'm sorry, I just don't see the necessity or greatness of the new logo. It does not appear innovative.

    • bekellynj@comcast.net
    • 1/7/2011 11:15 AM

    I don't care for the new logo. For that matter, I don't care much for the 'new' Pike Place coffee either.

    • ScottCrothers
    • 1/7/2011 12:38 PM

    All the dissension towards this worthless new logo change is from your faithful customers. Listen! I've spent $1,000s of dollars over the years on Starbucks® Coffee. The name Starbucks® is one I speak about with joy. The silly Siren graphic means nothing to me. It's just part of a logo design. Fine. Please, do not change your respectable logo with the Starbucks® name joyfully emblazoned on it to just a cheesy art graphic. I'm drinking Starbucks® Sumatra/French Ro

    • sobelius
    • 1/7/2011 1:30 PM

    As so many others have already said (and you seem to be tone deaf to), your loyal customers do not identify with the "siren". I know it means nothing to me. When in an unfamiliar city I look for the English word STARBUCKS not a siren. The notion that you want the siren to "welcome" us into stores is laughable -- it is the friendly employees at my local store who welcome me, not the logo. If you want to simplify the logo, replace the "siren" with just her crown -- at

    • signalwriter
    • 1/7/2011 2:32 PM

    I support the change, Mike - and I put my money (post) where my blog is:

    http://signalwriter.blogspot.com/

    Best wishes for a great launch, keep the coffee hot.

    • cara111
    • 1/7/2011 5:34 PM

    who's the PR bonehead who came up with this? I don't like this "new" rejiggered logo..

    • Imaginereason
    • 1/7/2011 6:51 PM

    Starbucks coffee is synonymous with quality. Carefully crafted your products are known as the high end of coffee. The Starbucks brand is proudly displayed by those enjoying your products because of this. To remove your name from the cup and alter a globally recognized brand does a disservice to the premium "Starbucks Coffee" commands.

    • 3marilou
    • 1/7/2011 7:54 PM

    Mike P - Good idea not to divulge your last name, because so many SB customers are very angry right now. 'Dumbing down' graphics not a good idea (remember the Tropicana and GAP fiasco?) We don't like your 'generic' redesign and no amount of 'Siren rational' can justify what everyone else sees: it ain't broke, don't fix it. If I want to buy boring, generic packaging, I go to WalMart and buy products in "Great Value" packaging. But the price reflect

    • SusanS4
    • 1/8/2011 5:22 AM

    I hope Starbucks considers the customers comments. Afterall, we are the reason for their success. Maybe if we stop buying the coffee it will send a stronger siren, oops I meant to say signal. Poor design.

    • gerald.gray@fredonia.edu
    • 1/8/2011 9:22 AM

    I am not a grapbics design profeasional but I am a professional creative artist and I I think the logo is a bad idea for practical reasons. First, taking your name off the logo weakens recognition over time. No matter how established, new generations of customers are vital. they need the printed name and psychologically we established customers need it too. Secondly, from a short distance the new logo looks like a green dot with waves in it. It will be hard to protect it from copyright.

    • SSConnection
    • 1/8/2011 2:31 PM

    I have to agree with most of the others on here; the new design isn't hitting the right spot. I think it is losing most of what makes the logo distinguishable to our customers. Trewblue I appreciate your love of Starbucks as a company but detest how rudely you are choosing to respond to some posts here. I too go home every day smelling of coffee and love this company and all it stands for, but I think it is fair to consider how many of our most loyal customers don't understand the history

      • SSConnection
      • 1/8/2011 2:40 PM

      In reply to: SSConnection

      of the siren like those of us who have learned/trained on all things Starbucks. We havent done a good job of connecting our customers to the siren so the new design doesn't connect either. Many loyal customers have no idea who she is/why she is there so to eliminate the immediate draw of our name to focus on the siren leaves customers confused. I am not against changing the logo and evolving this special year, I just wish the design was more distinguishable as STARBUCKS as its known to custom

    • Janetsteve
    • 1/8/2011 6:25 PM

    The new logo does nothing for me (and probably nothing positive for you.) I hope your new logo is more successful than the New Coke and several other changes in product or logo that have required the business to eat crow.

    • bnahrstadt
    • 1/8/2011 7:22 PM

    I am not convinced that the new logo "honors the heritage" of Starbucks Coffee Co. - I think it is a mistake. It looks very generic. I think this is all about getting into more grocery store products. If SBUX is not careful someone will come into the market with excellent coffee, great atmosphere and great employees (Think SBUX 1992!) and eat away at their brand and take some of the coffee experience pie.

    • EUnity
    • 1/9/2011 8:09 AM

    I can't make up my mind whether the change is more outrageous or laughable. Come ON, guys! What has possessed you? Are your strategic and marketing teams delusional to the point that they actually BELIEVE this flat, two-dimensional, pedestrian and unrecognizable scrawl has the slightest chance at conveying whatever unique benefits STARBUCKS COFFEE has to offer? Sorry, but at this point, the logo on the canned beans at my local supermarket looks far more exclusive and ... AUTHENTIC.

      • mystarbuckscards
      • 1/9/2011 11:33 AM

      In reply to: EUnity

      I'd like to think that people are more concerned with what's in the cup, than on the cup. This logo, and any logo Starbucks uses, is just one little piece of the bigger picture.

    • EUnity
    • 1/9/2011 8:22 AM

    I could easily give you a 10 to 20-point list of everything that's so wrong with this logo. I can't believe that some scammers actually got paid thousands of dollars to come up with that kind of inept, low-cost-looking material. Face it, the new logo will even look out of place in your own Starbucks Coffee Houses. Losing the circle and the black colour is an absolute NO-NO, it says the company's giving up on its EXCLUSIVITY feel. You're taking back the seal; as a customer I feel b

    • quibbler
    • 1/9/2011 12:46 PM

    The new logo fails on all fronts. Does it modernize? no, it looks cheap and 90's. Does it increase brand identity? No, it destroys the iconic green-ring/black-woodcut. Does it draw in new customers and catch new eyes? No, in fact it pollutes driving customers away who will think the new stores are ripoffs until they figure it out. This is failure in the grandest tradition of marketing firms struggling to stay relevant. I'm amazed the board of directors is this myopic. I'll miss Starbu

    • quibbler
    • 1/9/2011 12:48 PM

    EUnity: Agreed... what apparently the children running branding don't understand is that the mermaid is ONLY recognized by the *very* core brand-loyal. Others don't recognize it at all and ONLY see the Geen-ring/black-woodcut. You could put almost ANY woodcut and ANY words together with this formula and the existing brand is so powerful you would recognize the Starbucks reference.

    • quibbler
    • 1/9/2011 1:07 PM

    Here, you want to eliminate "Coffee" so that you can expand into other segments? Fine, pick one of these; (note taking the ring outermost ring black ADDs strength rather than green-siren-only which REMOVES it. homepage.mac.com/quibbler/new-starbucks.pdf

    • jkgreger
    • 1/10/2011 12:55 PM

    Personally, I don't like the new logo. It is bland, boring and too generic, like a cheap knock-off. I am disappointed that Starbucks would even consider it. Somethings just don't need to be messed with. Please reconsider!

    • crumpetnut
    • 1/10/2011 1:58 PM

    I really couldn't care less what Starbucks logo looks like, I don't know about y'all, but I go for the drinks. Personally I think the logo looks unfinished and stupid. As a logo. It's Starbucks' choice though, so whatever. The old logo looked like a logo. This one looks like some kid designed it on the computer.

    • 1LovelyDay
    • 1/10/2011 4:33 PM

    Hate, Hate, Hate the Siren! Please remove her. We take a marker and black her out, then put stickers over her. Awful.

    • Speaseski
    • 1/10/2011 5:43 PM

    I like Starbucks coffee. The logo is not important. My guess is some people want the Starbucks name on the cup is so that other people will know what they are drinking.

    • ScottCrothers
    • 1/11/2011 2:17 PM

    Now, it's up to Starbucks® to publicly state that they care about the voice of the people and have decided to honor the wishes of so many loyal customers... all of which equate to untold dollar signs for Starbucks®. We appreciate you listening to us and cancelling the unnecessary and unpopular logo change. Thanks, in advance. I'm drinking my ubiquitous Starbucks® mugful of Sumatra/French Roast Espresso as I type this. Enjoying the current and old classic logos on the mug.

    • Fred3mmer
    • 1/12/2011 5:36 AM

    Well, the logo change certainly has created a nice stir, always good marketing value. However, I know the Starbucks brand since my visit to New York city and from the various shops that have been opened in Europe since then. In all those years I have never even noticed a figure in the middle of the logo, it simple didn't catch my eye. The same goes for other people I discussed this with... We only recall a green-white colored circle with Starbucks written in clear black bold font: Risky chang

    • angelapea
    • 1/12/2011 7:33 AM

    Goodness. I'm an engineer. I wouldn't recognize or understand marketing theory if it smacked me in the face. This new logo? It stinks. It's ugly. It looks cheap and poorly done. I read the article about refinement, how SB "smoothed the siren's hair", "scaled down the tail scales to emphasize her face"...Ptooey. What a bunch of hogwash.

    I've heard from many seasoned contractors over the course of my design career, "If it ain't bro

    • angelapea
    • 1/12/2011 7:34 AM

    That comment should read, "If it ain't broke, don't fix it". Starbucks should pay attention.

    • angelapea
    • 1/12/2011 7:34 AM

    That comment should read, "If it ain't broke, don't fix it". Starbucks should pay attention.

    • marie881
    • 1/12/2011 12:49 PM

    I think this logo looks totally gross. The older logos have a comfortable and interesting Maritime feeling to them. This just looks, like others have said so BLAH. It looks odd and my first thought when looking at it was "wow, I never noticed how weird the siren looks". Looking at older pics of her, she looks majestic and interesting. Now she looks like some random weird lady with wavy hair. Ick. Totally gross. I agree with angelapea: if it ain't broke, don't fix it.

    • sccosel
    • 1/13/2011 12:52 PM

    The new Starbucks Logo looks clean and modern. However, it is missing one thing, the company's most valuable asset, the company name, "Starbucks Coffee". The name is an essential part of a logo. What's next? Are they going to drop "Starbucks Coffee" from the signage at the retail stores as well? So, bottomline, the logo is fine. Just add "Starbucks Coffee" underneath the logo, stacked (2 lines) or 1 line, with the letters small enough to neatly fit under the

    • katiebccan
    • 1/13/2011 8:24 PM

    Seriously, some people really like this logo? I find it cheap looking....too linear and only being 2 colours .. well, actually one colour... it looks like they are trying to save money on ink... It's dull; and looks like a very, very cheap playing card. I'm sorry... for one of the most successful businesses , it's hard to imagine how and why they ever came up with that one. Those of you who are touting it have got to be kidding.

    • katiebccan
    • 1/13/2011 8:28 PM

    ..oh and i'm not saying don't refresh and update it, but this choice? Stunningly lame.

    • katiebccan
    • 1/13/2011 10:34 PM

    if all these so called branding specialists are against the popular vote, then they are so completely inept at their jobs... for it is the public you're trying to attract here.. and we the major majority, don't like it.. it's a boring extremely cheap looking, sea of squiggly green on a sea of white... and it does not capture the hearts nor the imagination in any way , of the customer... which is what this is all about.

    • elitebuckeroo
    • 1/15/2011 11:32 AM

    A lot of haters already.. I neither adore nor despise the logo, What makes it interesting for me would be the move that Starbuck's will take after the logo has been launched. If they're thinking diversifying their products ( which I don't have any clue), I guess this can "future-proof" the brand... if that's what they trying to do. But the new logo won't hinder me from picking up my usual SB coffee on my way to work. And for all the fuss other people are posting here

    • roeles82
    • 1/15/2011 3:16 PM

    Happy 40th Starbucks!!!

    i love the new logo.

    • stelluxe
    • 1/16/2011 3:24 AM

    So many employees on here... hello, isn't it a little obvious that customers are dissatisfied with the logo change? Do we need to take a vote, now? Please take note of the majority opinion, stop trying to change our opinions, and let management know of the opinions, like the wonderful employees you are - who are truly concerned for Starbucks's well-being. Thanks.

      • EUnity
      • 1/16/2011 12:21 PM

      In reply to: stelluxe

      Yes, that would make sense. Please set up a poll, and GET THE HINT. That's for Starbucks' own sake, darn it!!! We read such a lot of corporate propaganda about emotionally reconnecting with customers (us, by the the way), blahblah but hey! Satrbucks, will you finally walk your own talk? If I were a shareholder, I would start worrying quite a lot about the board's common sense and the safety of my investment. You wanna think beyond coffee? Fine, brand another STARBUCKS WHATEVER if you

    • garygraves612
    • 1/16/2011 11:03 AM

    The fact that you are now going to only the siren woodcut shows that your "creative" directors and designers are a waste of resources, which we pay for with every overpriced purchase ... this comes from a long time customer who is a gold card member. What has been consistant with your company over the years has been that it offered a truely quality product and when that product was received by the customer it said "Starbucks Coffee" in the logo ... you're marketing departm

    • EUnity
    • 1/16/2011 12:14 PM

    Sampled my fave triple-shot caramel macchiato grande a few times around in various places around Zurich and Zug, asking it to be filled to my STARBUCKS COFFEE thermal bottle. About 50% of the time there's something wrong with it now: I get a tall instead of a grande, or the extra shot gets lost between the machine and the bottle, I get one pump of vanilla syrup instead of two, or the caramel sauce is simply skipped (like tonight, as I am typing). The same kind of neglect plagues the new logo.

    • jcbrez@gmail.com
    • 1/16/2011 10:52 PM

    I've been a graphic designer since the mid-50s. Recently sold my business, but I sold graphic design for over 40 years. The old logo was fine -- why do companies have to change their logo? This new one doesn't work for me. The old one was as good as they get. Starbucks has run its course with me - I started going in '96 and am now going to Burger King, where I get a good cup of coffee (Seattle's Best) and a hamburger for $1.64. Great environment - no loud music and low cost. Thi

    • JazzRon61
    • 1/17/2011 6:11 AM

    Thumbs down on the new logo.

    • lcrowe@dwpv.com
    • 1/18/2011 12:12 PM

    I'm sad to see the logo go. My husband used a Starbucks cup in his wedding proposal (ring was inside cup which said "the way I see it... you should marry me"). Every time we go to Starbucks (daily), we get a little thrill out of holding the memory in our hands. Thanks for bursting our bubbles, Starbucks.

    Aside from that, the new logo is ugly and cheap looking.

    • ddeans@newcorp.com
    • 1/18/2011 3:24 PM

    Love the new logo! Glad to see Starbucks jumping into the 21st century.

    • Coffeefix88
    • 1/19/2011 2:06 AM

    Well I'm from South Africa & we don't have Starbuck. Have only drank it in the UK. I had no idea what was in the centre of the name. Had I not been on the website and seen the new logo I would never have known what I was seeing if I saw the Siren. Would have thought it was a fish take out selling coffee. Would love to have Starbuck open in this wonderful country of ours.

    • bean_girl
    • 1/28/2011 11:59 PM

    I just don't get what the big fuss is with the logo change :/ Kinda sad the majority of the comments are people saying that they don't like the logo... is that really going to stop you from drinking Starbucks coffee, is because of a picture change?? Are people really that intense about "appearances"; judging "a book by its cover"? Because you are walking down the street w/ a "off-brand looking cup"? Oh no, someone might judge you by that! :/ can't please

      • quibbler
      • 2/28/2011 9:28 AM

      In reply to: bean_girl

      As a matter of fact, I intend to do just that. Its been a little project finding a replacement coffee for myself. If this company is stupid enough to change the logo, they don't deserve my business.

    • admin admin
    • 2/3/2011 1:22 PM

    test comment

    • admin admin
    • 2/3/2011 1:39 PM
    • admin admin
    • 2/3/2011 1:50 PM

    efgasdfgdd

    • admin admin
    • 2/3/2011 1:50 PM
    • lvovak
    • 2/5/2011 9:20 AM

    I actually love the new logo. It's clean, simple and has a less flat dimension. The siren looks like she's inside of the cup.

    • gloriamdeo
    • 2/5/2011 5:16 PM

    Why is everyone talking about it as if it's a "New" logo? It's the same freaking thing! They just took out the "Starbucks Coffee" border! Their designer literally took 30 seconds in Photoshop to do it.

    • surfermom50
    • 2/10/2011 3:40 PM

    So long as the coffee is great and awesome (as always) I shall drink out of a more boringly designed cup without the words STARBUCKS to remind us of great literature...Moby Dick. Us seafarers always appreciated the nautical reference. No more FIRST MATE on the PEQUOD....bummer !

    • truth520
    • 2/10/2011 3:42 PM

    OK, I worked for the company for 3 years and I've heard all the Moby Dick references to the logo and name of the company till I was sick. When I was with the company my opinion was that if they were going to change the logo they should change it back to the original logo that is at the first store in Pike's Place. That logo was more classy and elegant then any of the ones after. Just for the record, this logo looks like a cheep piece of walmart trash

      • truth520
      • 2/10/2011 3:47 PM

      In reply to: truth520

      The fact that they went back to the Pike's logo during their 35th says enough. Not to mention Pike's Place roast that they have all day everyday

    • surfergirl13
    • 2/14/2011 9:26 AM

    I LOVE STARBUCKS....the NAME and the coffee. They are a dynamic duo ! They should not be separated off the coffee....I actually like the name....having it on the cup is important. Why do people by Gucci, Armani, Chanel, Tiffany, .....because the NAME says "Quality", creativity, worth paying extra for,......the product will sell itself, however, if you toss out the name.....will the quality get tossed out next ?? All in a name.....KEEP the name on the cup ! sigh.

    • surfergirl13
    • 2/14/2011 9:28 AM

    batman and robin; lucy and ethel; fred and ricky; christopher and robin; coffee and *****; Starbucks name and my cup ......together.....forever....

    • dgibson805@aol.com
    • 2/17/2011 12:17 PM

    Hate the new logo....why would you ever get rid of the name? Please rethink this! Just because you may expand your branding to include things other than coffee doesn't mean you take away the BRAND! What ARE you thinking? Guess the marketing department went cheap! (less green ink?)

    • rsmelik
    • 2/18/2011 11:26 AM

    I’ve been a designer for over 15 years and currently work as the art director for a branding agency. The trend I’m seeing in the comments here is more about how people personally feel about the new logo and less about what is good for the company. So here’s some food for thought. --

    One of the challenges in creating a successful brand image, is to factor in all the potential outlets of a brand. The simple fact is that most small companies do not develop their image with all these factor

    • Anil
    • 2/21/2011 2:49 AM

    Test For Nesting

    • christineclm
    • 2/21/2011 9:46 AM

    I love SBUX! I love the carmel macchiatos! I love the fact that I can have coffee again since I can't have milk! Whether SBUX has the siren with the circle or the words Starbucks Coffee around the siren makes no never mind to me. I just want to make sure when I am driving I can identify the logo with SBUX because that is what I am looking for!

    • acthiessen
    • 2/21/2011 1:25 PM

    The logo is indeed boring. Take a note from the Gap which also tried to change their logo but realized that the customers loved their old one. They eventually swapped back and noticed the error of their ways. I just finished a marketing course in which they told us that if a logo and brand name works, don't change it!

    • nfpdes
    • 2/22/2011 10:18 AM

    I like the new logo. It's modern and simple. But in either case like others have written, I go to Starbucks for the coffee not the logo. So ultimately it doesn't matter what they use to create a brand.

    • shavonnakelley
    • 3/5/2011 12:20 PM

    I don't like the idea of changing the logo. I love the welcoming Mermaid. She's the best! Apple has the Apple logo and that's the way it's always been. Starbucks has the mermaid and the word "Starbucks". It's unique and awesome. No need to try to be Apple. Just be Starbucks.

    • westondan
    • 3/8/2011 2:51 PM

    The new logo just appeared today at my local Starbucks. I managed to get them to get an old cup out of the back, but when they run out, I will be my turn to say goodbye. :( The annoyance I feel when I see the ***** Mermaid destroys the rush of good feeling I used to have with the old Starbucks (the company, not the drink). Not that Howard cares: it seems selling a Lee Iococca-ish book is more important to him than losing longtime loyal customers. It didn't have to end this way... :(

    • d mckee
    • 3/8/2011 7:26 PM

    Did you get a new marketing director that suggested this? Believe me...I have been there and it wasn't good. It is an expensive undertaking. Don't get me wrong...I love
    Starbucks! It is an everyday start to my day and will continue to be. The logo has nothing to do with whether I purchase your wonderful product. I just think it was it was not a good decision.

    • raptorguy85
    • 4/2/2011 3:39 PM

    I LOVE THE LOGO CHANGE. It makes a lot of branding and marketing senses.

    • serena1610
    • 9/29/2011 7:59 PM

    I would like to know why the siren has two tails? was she that way in the original art that inspired the logo?

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