So, Who is the Siren?

Great question. It’s one we kept asking ourselves during the evolution of our logo (and yes, that’s right, a writer was involved in a logo project). We all needed to really, deeply understand for ourselves who she is.

So, a little history.

Let’s go all the way back to 1971, to when Starbucks was first coming to be. In a search for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on. Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. There was something about her – a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began.

Over the last 40 years we’ve made some changes to that identity. Now we’re doing that again, to keep ourselves relevant as we evolve without ever losing sight of our heritage. But the Siren has always been there. She is at the heart of Starbucks.

As a writer, though, I can tell you that there is a lot more to her than just the design and how she looks. This is what she means to me, and to us.

She is a storyteller, carrying the lore of Starbucks ahead, and remembering our past. In a lot of ways, she’s a muse –always there, inspiring us and pushing us ahead.

And she’s a promise too, inviting all of us to find what we’re looking for, even if it’s something we haven’t even imagined yet.

She means something different to every one who sees her, who knows her. For me she’s kind of the final say on the spirit of everything I write and everything we do. Even as I’m writing this, I wonder what she thinks. (She likes it, by the way.)

Here we are today. Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks. For people all over the globe, she is a signal of the world’s finest coffee – and much more. She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?

Not me.

comments (262)

Comment FAQ

    • LunetteM
    • 1/5/2011 10:55 AM

    Hi Steve M., I have always wondered about the Starbucks emblem, the Siren. I did not know anything about her until today, after reading your post. I too was captivated by her and while sipping my Starbucks thru the years, I always questioned why I felt such a "connection". I was born on a coffee plantation in South America and crossed seas to be where I am today embracing and defying challenges along the way. Sipping my Starbucks will never be the same, now it's better. She loves my

      • fordsteve
      • 1/5/2011 11:52 PM

      In reply to: LunetteM

      As a Starbucks fan who lives in the UK but spends half my time in the USA I just do not understand the change. The new cup looks like it came from a cheap shopping mall coffee shop. Just another 'me too' rather than the leader. The brand is all about the name and the logo. They are equal in creating a massive impact on a purchaser making a decision about buying a coffee. Howard S has a strong belief in the siren but should remember the golden rule is to know where to buy the product.-STAR

        • deaclarke
        • 1/6/2011 6:19 AM

        In reply to: fordsteve

        Oh dear oh dear Steve. You have been badly let down by your advisors. I also divide my time between the UK and the USA. By removing the word "Starbucks" which IS IS IS the brand identity, you will further damage your already failing brand in the UK. In the UK I can choose two other coffee shops with nicer shops. In small town USA, I can generally only choose Starbucks and you recently destroyed your loyalty scheme for US customers. Looks like brand suicide from where I sit.

        • sterlingmichaels
        • 1/12/2011 1:28 PM

        In reply to: deaclarke

        As a Starbucks Customer since 1990 and a stockholder and a Brand Management Specialist I view the logo & feedback below with caution. The new logo in my humble impression is too generic and sends a message to the Customer and once again are moving away from roots. I thought that it was a stroke of Brilliance bringing back the original logo - a clear message that you were returning to core values & honoring Starbucks Heritage. "AUTHENTICITY" is what LOYAL Customers appreciate (s

        • sterlingmichaels
        • 1/12/2011 1:33 PM

        In reply to: sterlingmichaels

        People call me Mr. Starbucks because I am such an enthusiast and will write a book about my 20 yr. experience called "Meet me at 3rd. & Starbucks Blvd." - the name Starbucks is as important or more so than the Siren. In fact I NEVER look for the siren I look for the name when I am travelling. It has been very comforting for me to travel the world and be able to find solace in a "Home away from Home" or if I am in an unfamiliar area I simply type STARBUCKS into my GPS - Pr

        • sterlingmichaels
        • 1/12/2011 1:41 PM

        In reply to: sterlingmichaels

        To me the siren is part of the "Heritage" NOT the identity and it appears that once again, Starbucks is going through a bit of an Identity crisis. I am now looking to start by own chain of Gourmet Cafes here in L.A. and this logo issue is a lesson to me from the beginning - know "WHO" you are, be authentic and never try to be what other people "perceive" you to be - simply "BE" and let "Who/What" you are speak for you - "If you build it - the

        • sterlingmichaels
        • 1/12/2011 1:48 PM

        In reply to: sterlingmichaels

        " - they will come" In conclusion while the new logo is a fine design IF this were a new company with no history - but you could honestly remove the black ink Siren in the middle of the cup and put nearly anything like a field of stars and you would still have strong brand identification by the out ring. In fact it would be cool to have National contests with kids to create artwork in the middle circle and Customers could vote on their favorite at each store.

        • debi jordan
        • 1/6/2011 10:16 AM

        In reply to: fordsteve

        I agree completely. Did Starbucks use a focus group? Removing the word "Starbucks" from the logo is like expecting everyone to know the Pepsi logo without the word "Pepsi." I can tell you I search high and low for Starbucks when I travel in unfamiliar cities and that siren alone is not likely to catch my eye. Sigh. I'm sure the corporate office folks love it, but face it guys - that's not who you're trying to pull in!

        • petiekc
        • 1/11/2011 4:06 PM

        In reply to: debi jordan

        I also rely on the logo when traveling to find my favorite coffee spot. I've heard Starbucks is changing it's distribution methods and supplying some segments directly rather than through distributors. If other than coffee products are part of that change, perhaps that explains removing the text portion of the logo.
        I agree that the name is an important part of the logo and should be retained.

        • joefinance
        • 1/7/2011 7:39 AM

        In reply to: fordsteve

        I agree!! The Starbucks name is essential! I am also missing the black touch to the overall logo :(

        • rogerkathy
        • 3/22/2011 7:42 AM

        In reply to: joefinance

        I just read all the info on the logo change. Who knew?! I think the corporate office is to close to it. I did not know or care that much about the history and definetly didn't know about the "Siren". I wonder how many 1000's of dollars it cost to do this logo change. The meetings, the waste of old logo material, the printing equipment changes, etc. I would have loved it if all they did was take the word "coffee" off the logo. The new logo appears unfinished and b

      • bella1031
      • 1/6/2011 7:53 AM

      In reply to: LunetteM

      How disappointing, that as a loyal Starbucks customer I will now have to look a boring cup instead of the Siren with the name of the leader around her, acknowledging and protecting her. Demanding my attention and respect. The new logo looks barren and tawdry. Please don't go with this new logo, it will not boost sales. I have worked in retail sales before. You need your name out there as much as possible in the Public Eye.

      • avosi
      • 5/22/2011 5:25 PM

      In reply to: LunetteM

      The siren, without Starbucks she's a seductive and illusive creature. Now that Starbucks has freed the mythical creature from her Norse woodcut there is nothing stopping her from wreaking havoc on Starbucks, most of all Steve M. senior writer who dares give her a voice. The silent siren has long been captivated by her Norse woodcut and the Coffee House who claims her image. No longer will she stand for you Starbucks. Abandoning their beautiful queen siren should be taken as an omen to custome

      • randomraccoon@yahoo.com
      • 3/11/2013 8:51 PM

      In reply to: LunetteM

      A "siren," as defined by Webster's dictionary, is a rather ominous creature, who has nothing to do with love or being a muse as Steve mentions. A siren is "any of a group of female and partly human creatures in Greek mythology that lured mariners to destruction by their singing." Mermaid stories are a little better; they sometimes bestowed blessings or even fell in love with humans. But mostly, they were the result of hallucinating sailors. Soooo, just saying, that's all.

    • seagoer
    • 1/5/2011 11:09 AM

    After reading the history of the siren I appreciate Starbucks even more than before.I collect the cups & purchase the seasonal/holiday mugs & insulated containers.I love the mermaid label.I am looking forward to seeing more of her.

      • jhalmos
      • 1/5/2011 11:24 AM

      In reply to: seagoer

      Up until 1992 you saw ALL of her.

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

        In reply to: jhalmos

        Yes, and some of us are fortunate enough to have some of those cups/tumblers/mugs :). I love the original siren, but I love the new logo that is coming our way- great job! I will share this opinion and celebrate 40 years of Starbucks with all of our customers when I make and serve their beverages in the store!

    • traviskeller
    • 1/5/2011 11:15 AM

    My hope is that the coming artistic and aromatic story of the Starbucks Siren tells not only of the seafaring journey but also the narrative of the farmers and the earth upon which they reside and from which they are resourced.

    • Phyllis2008
    • 1/5/2011 11:25 AM

    As a devout and loyal Starbucks enthusiast, I was taken aback when I first glanced upon the siren and her new image. Why, I thought, would Starbucks want to remove their name and separate themselves from the loyal lady that guided them through each and every business venture? I wondered what would become of my trusted friend and company I spend each day enjoying? As I studied her image I felt the freedom now of the siren, reaching beyond that circle she is THE PINNACLE without justification : )

      • Jaga30
      • 1/5/2011 2:52 PM

      In reply to: Phyllis2008

      It's a great story--and it does make one appreciate the new logo more. However, the global masses will not huddle around the hearth and listen to the well-crafted, heart-warming tale posted by our friend Steve. They are going to wonder why did they mess with my cup of coffee? It's not possible to reach everyone to tell them the meaning behind the siren and the story and the inspiration for the change and the vision statement of the company, etc. I believe this logo will backfire, sorry to

    • ivorygirl4ever
    • 1/5/2011 11:36 AM

    Must start by saying I love Starbucks. But do you honestly think that if you have just the picture of the siren on your cup without the words Starbucks or Coffee that anyone seeing a cup around town somewhere will know where the heck it came from? Plus it is just boring. . . and meaningless to the casual observer.

      • bostn2phx@aol.com
      • 1/5/2011 11:46 AM

      In reply to: ivorygirl4ever

      I agree with ivorygirl4ever....booooring! Why was it changed in 1987 anyway? If it "ain't broke, don't fix!"

      • sawmill1
      • 1/5/2011 12:26 PM

      In reply to: ivorygirl4ever

      I have to agree with ivorygirl4ever & the others: it was a major mistake to remove the branding from the logo. Too many companies have thought that they were such a household word that they switched to picture-only to regret it later. Keep the trademark as it is or keep the wording same style & size & alter the mermaid! The new icon is plain & boring...sorry!

        • vmillzee
        • 1/5/2011 2:58 PM

        In reply to: sawmill1

        I agree that you should somewhere have the Starbuck name, in the logo...even if smaller or more subdued. Starbuck has name recognition worldwide, The Siren doesn't, as seen by how many people didn't know the full story of The Siren.

        • samjr99
        • 1/6/2011 6:38 AM

        In reply to: sawmill1

        I also do not like the idea of changing the logo. if something works.....why mess with it.

      • Peggy Loftin
      • 1/5/2011 1:05 PM

      In reply to: ivorygirl4ever

      Agree...don't take the name off.

      • miwyan
      • 1/5/2011 1:49 PM

      In reply to: ivorygirl4ever

      I totally agree! This is a logo (and place) I've come to love. This new logo looks as if a child designed it, very boring indeed! I'm sorry but I just do not like it. But love Starbucks Chai Tea!!

        • Gr8sip
        • 1/6/2011 8:39 AM

        In reply to: miwyan

        I totally agree with Miwyan. New logo is BORING and couldn't catch my eye. The current logo is quite attractive. Please keep this current Starbucks logo.

      • Plevine300@aol.com
      • 1/5/2011 2:36 PM

      In reply to: ivorygirl4ever

      I love my daily Latte......love Starbucks because our sewing circle meets each Monday and we produce thousands of stuffed heart pillows for hospitals. while enjoying our coffee, etc. Having said this,I also agree with ivorygirl4ever and everyone else, that you don't take the name off the label. I have a marketing background as well and don't think the cup is full enough.........looks empty without the full name.................

      • mom_harris
      • 1/5/2011 2:44 PM

      In reply to: ivorygirl4ever

      Leaving off Starbucks Coffee makes me wonder if the future includes more emphasis on teas, merchandise, etc, & less emphasis on the coffee. My question: Why??? Most people don't buy their coffee so they can sip & think about the muse...

      • tonlo4
      • 1/5/2011 3:20 PM

      In reply to: ivorygirl4ever

      I agree with ivorygirl4ever and the others. It is boring and it makes me sad.

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

      In reply to: ivorygirl4ever

      If it ain't broke, don't fix it. would rather see you use the millions you'll be spending to lower your prices and double your customers!

        • onscreenbill
        • 3/8/2011 12:33 PM

        In reply to: jpiorkowski

        I agree . This is alot of hoopla over nothing . The current logo is fine , in fact , it is better than the new one . People know what Starbucks is . If they like it , they will buy . I suppose now that you changed the logo , you now think you can serve a Starbucks HAMBURGER or maybe a Starbucks FISH FRY ?
        Is this logo the Starbucks blend of "VOTE FOR CHANGE" politics ? If so , please don't sell me any Starbucks health care policies .

      • lesann620
      • 1/5/2011 6:58 PM

      In reply to: ivorygirl4ever

      I can't agree with these comments that people won't recognize a logo without a name. There are plenty of logos that don't include the name within them: Chevy, Toyota, Windows, Nike, Target, the Playboy bunny, the NBC peacock, Mercedes, Pepsi, AT&T, the Android robot, the Olympic rings, the Sprint logo, the Linux penguin, the BP sunburst, the BlackBerry logo, the Penn State logo... I could kind of go on. Anyway, I don't think this will break a 40-year-old company. Go Siren! Onw

      • blubuster
      • 1/5/2011 8:13 PM

      In reply to: ivorygirl4ever

      Personally, I think that people around town WILL know where the heck the cup came from. The Siren has been part of the image since the company's inception. I see a siren and think 'Starbucks' NOT 'Tully's'.

    • KylovesStarbucks
    • 1/5/2011 11:45 AM

    I agree with ivorygirl4ever. I don't see how it can be better for the company by removing the name from the logo. The name is more famous than the logo. I've never even paid close attention to the image before, I just know it's a mermaid-like image.

    • racer256
    • 1/5/2011 11:45 AM

    Being a long time loyal customer, my opinion of the new logo is strong. DON'T like it. Believe it is a weaker representation of the brand. Also, the company name is very much part of the logo.

    • jdgenntry
    • 1/5/2011 11:45 AM

    .....Sirens lure sailors to their doom with there seductive looks and voices. What I'm getting here is Starbucks is shiny and tempting on the outside but really just want to capture me and eat my flesh...like the Siren. Also, this is creepy "Even as I’m writing this, I wonder what she thinks. (She likes it, by the way.)" has anyone given a psych evaluation lately?

      • wade77
      • 1/5/2011 2:50 PM

      In reply to: jdgenntry

      I feel the removal of the starbucks name would be fine, the logo is world renowned. Wouldn't you recognize the famous at&t globe logo without the at&t name along side it?

        • lesann620
        • 1/5/2011 7:00 PM

        In reply to: wade77

        Exactly. Also, does not having the word Starbucks right on the logo affect the actual beverage inside? The name is still on the cup itself in the same old font. Just not in the circle.

      • mdsmitty
      • 1/5/2011 3:23 PM

      In reply to: jdgenntry

      It sounds like they (Starbucks' upper level leaders, from the founder and downward) are bowing down to that mythical, mystical, magical seafaring siren together, and want the world to follow. Starbucks (and your leaders/followers), hear this TRUMPET: Like in the tales, just as the sailors were seduced and ill-fated by the sirens of their time, idol worship will be your downfall! I'll drink your coffee for now but I'm not going down with you; I won't bow down to the beast!

      • sparkysgal
      • 1/5/2011 5:23 PM

      In reply to: jdgenntry

      Agree! Are they going to sell crystals & push TM, too?

      • trewblue
      • 1/6/2011 5:17 PM

      In reply to: jdgenntry

      Apparently you are lacking in depth and character- he does not need any evaluation- but maybe you do? That is not a nice thing to say at all!

        • katiebccan
        • 1/13/2011 9:06 PM

        In reply to: trewblue

        lol i think it was funny jdenntry , and quite a lame and condescending way to try to capture our imaginations... i'm quite sure he was thinking that .. about what the siren was thinking.... NOT. It HAS to be that they want to save money and use less ink... what the hay else could it possibly be that made them think to use that boring logo? His girlfriend designed it? Blackmail? Surely not good taste.

    • csumnerstarbucks
    • 1/5/2011 11:45 AM

    I've always liked the Siren and I think the new version is great. Very clean design that will reproduce well and work in lots of places. The one thing missing in this new design launch is giving her a name. Seriously, don't you think that after 40 years she deserves to have a name other than just "The Siren?"

    • astolat
    • 1/5/2011 12:03 PM

    Senior Writer? "Not me"? Surely "Not I" Attention to detail is something that Starbucks(R) are presumably keen to enforce and shouldn't that extend to the very first announcement of its new direction? I appreciate that I clearly suffer from pedantry but I remember once being told by a friend that she always worried when she saw a dirty lap table on a place, because if that's how the company neglects the part of the aircraft the customers actually see, what does it do f

      • lesann620
      • 1/5/2011 7:06 PM

      In reply to: astolat

      I love how you're correcting the post when there are a few errors within your own. A dirty lap table on a what? Also punctuation goes inside the quotes. There's a couple other things but I'll leave it at that.

        • astolat
        • 1/5/2011 11:47 PM

        In reply to: lesann620

        Ah, but I don't get paid as a "Senior Writer" writing a corporate blog, and I therefore have the luxury of not needing to check my posts for typos. Furthermore, whether I make mistakes or not doesn't negate the original error. As for punctuation inside or outside, Americans have the "inside" rule; the British have the "outside" rule. And even if I were American, ?-marks can sit happily outside quotes when they are not directly part of the quoted words (Chicag

    • beverlyhwhite
    • 1/5/2011 12:04 PM

    It's an interesting story, but I agree with the comments of "BORING" logo. How can this be "MY STARBUCKS" without the "NAME-STARBUCKS" on the cup. I am not a happy camper and you should not be either. You just decreased your marketing presence and possibly the spark and energy around your true committed buyer audience. It's just another cup of coffee as far as marketing goes.....

    • zachsroberts
    • 1/5/2011 12:11 PM

    Sorry Starbucks but your new logo sucks. It's boring. Hollow. A bland green shape on a sterile white cup. It makes the brand look cheap. But it probably IS cheap. Less ink. One color printed instead of two. Just an added perk to the real reason that "Starbucks Coffee" was removed. Take the focus away from coffee. How much junk are you going to push in the name of more money? Maybe it IS the best logo. Hollow and cheap. I for one am terrified about the "evolution" of a bran

    • kay6652
    • 1/5/2011 12:21 PM

    I never understood the logo really. I think you can do better - for me it's a little demeaning towards women to use the "Siren" are we only just that seductive - make a logo that will appeal to both sexes. The "Siren" is just another way of "male thinking" Perhaps you should put an "Adonis" on cups served to women - we can always look at a hunky man!!!!

      • oopsjm
      • 1/5/2011 2:09 PM

      In reply to: kay6652

      I think they did explain the history behind it.

      • lesann620
      • 1/5/2011 7:13 PM

      In reply to: kay6652

      Also, the Siren is from mythology where she wasn't necessarily known as a seductive looking woman but a creature (sometimes part bird part woman, other times a mermaid) that sang a seductive song. It was the song that was seductive, not the siren herself.

      • trewblue
      • 1/6/2011 5:20 PM

      In reply to: kay6652

      Really, you are going to go down that road? It is about seafaring...not about putting women down! Beans travel a very long ways to get to the US and Seattle is a huge port- that is where the story starts from and will always be Starbucks history! Have you ever been to Pike Place or the market down on the water?

      • katiebccan
      • 1/13/2011 9:10 PM

      In reply to: kay6652

      well there's an idea... second that, kay!

    • delitala
    • 1/5/2011 12:22 PM

    I feel the current logo is more elegant than the modernized one, and thus more fitting for Starbucks. I can understand updating the layout of the cup, but changing your brand to the extent that you are I think is unwise. Additionally, I believe the new logo, given its modern appearance, will become out-of-style quickly. The present one is timeless.

      • doug25pgh
      • 1/5/2011 2:00 PM

      In reply to: delitala

      I agree with the current timeless appearance...so much more appropriate to keep. The new all-green is not an eye-catcher, and too empty. It will stale quickly and make the cups just look cheap. Plus the name? STARBUCKS COFFEE is just as valued (if not more in my opinion) than the siren.

    • eso919
    • 1/5/2011 12:28 PM

    It's Isis standing between the two pillars of Jachin and Boaz.

    • annie7831
    • 1/5/2011 12:29 PM

    Regarding your evolution, it might be better to take a step backward and rethink that very boring, plain and washed out image for your brand. The person who approved this design should be sent on permanent holiday from the company. Oh yeah - what is the company name again? Cannot tell by the new logo...

    • dottsee
    • 1/5/2011 12:37 PM

    I am so sad, the new logo is very cold looking. When I travel I look for the very easy to spot logo, It's distinctive, it gives me comfort. I know i'm going to get the very best cup of coffee. I look to my Starbucks experience as a relaxing comfortable time. My Oasis in a every changing world. This causes me to wonder if this is only the beginning. Quailty at the cost of expansion.

    • eds497
    • 1/5/2011 12:49 PM

    Let me begin by saying that I have never written a comment on any website...never. May I also add that for the last 10 years I never miss having my Starbucks latte in the morning as long as I can find a Starbucks open. My job is direct response advertising. That said, I believe Starbucks is making a huge mistake by eliminating the Starbucks name from the logo. And, the new logo looks like someone forgot to finish it. To the CEO: Use your good judgement and don't listen to "brand ex

    • djdesros
    • 1/5/2011 12:50 PM

    They are not removing the name from the cups; watch the Howard Schultz video. They show the 360 of the cup and it still says Starbucks on it, it's just next to the marking strip, not on the logo. The cup still has two-colour printing, so it's not cheaper. Pulling the Siren out of the circle has just given them two logos, both clean, simple and recognizable. Do I like it? Not really. Does it bother me? Not really. Do I actually have a personal stake in the matter? Yep. Do You? Why do yo

    • emailhillary@yahoo.com
    • 1/5/2011 12:50 PM

    Does anyone else think she looks like Lady Gaga? I suggest keeping the new logo for Gen Z and call it Gaga Java, and give us old timers our Starbucks back :)

    • mregier@hotmail.com
    • 1/5/2011 12:50 PM

    I have to be honest - when I first saw the new logo I was disappointed. It looks too plain and I agree that the word 'Starbucks' should be included somewhere.

    • djdesros
    • 1/5/2011 12:55 PM

    That was: Why do you care?

    • donnie25
    • 1/5/2011 12:59 PM

    This is a day that will go down in infamy! The destruction of an American icon! This is an abomination. Worse then trying to change the flavour of Coke! We shall demand the resignation of one Mr Howard Schultz immediately! The timeless brand has been bought and paid for by the people of the world! Thus it should stay. If they keep the new logo I say boycott! Start the revolution now!

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

      In reply to: donnie25

      Seriously? It is not like we are going to put McDonalds coffee in your cup or something! It is the logo on a cup- the inside is still the same- and it still says Starbucks on the side where the drink boxes are! If it weren't for Howard coming back- I would rather not think about what the company would be like! He is the one that started it! I am glad he is back and has helped get the company going in the right direction while still keeping its original roots !

    • LeeAnneRyan
    • 1/5/2011 1:02 PM

    I agree with most of the people who have posted. Where is the Starbucks name? NO brand recognition. UGH!

    • jonsnana3@aol.com
    • 1/5/2011 1:02 PM

    Don't like it. I also think it should have remained unchanged. I like the fact that it said "Starbucks" .......no special reason, except that it looked more professional. Can we buy the old cups and just get them refilled??????

    • eds497
    • 1/5/2011 1:03 PM

    To the CEO: Use your good judgement and don't listen to "brand experts" unless you agree yourself. I am always incredulous when the intelligent senior management of companies "check their good judgement at the door" and follow the suspect advice of outside agencies because they are supposedly "the experts". Remember when Coca-Cola changed their Coke formula? How about that "great" Drinkability campaign for Bud Light (How did smart senior management a

    • semperlex
    • 1/5/2011 1:04 PM

    I, too, am a little disappointed with the new logo. Sometimes a true test of product loyalty is to remain constant with a logo and see how your product support remains strong throughout the years. I didn't feel there was a need to change their logo. Rather, embrace your identity and give back to the people who offer that support. I hope this turns out like "Coke Classic" and they revert back to the standards/logos that gave them the success the have!

    • renhawk
    • 1/5/2011 1:07 PM

    When I think of Starbuck's image, I think of the green encompassing the black. It's eye-catching and appealing. The 'new' logo is far too bland.

    • jennc2112
    • 1/5/2011 1:07 PM

    As Partner I have to say I'm surprised at how many people are upset about the removal of the words. When you think Starbucks you see the Siren she says Starbucks in her green ink and i'm surprised to hear ppl say that it's less recognizable we don't recognize the logo any less since we no longer see her belly button and she's no longer brown.Just because Starbucks Coffee is not written on the cup dosen't change the flavor and Howard has done amazing things for the company

      • mom_harris
      • 1/5/2011 2:50 PM

      In reply to: jennc2112

      You think the green ink is how people recognize the brand? Have you seen the generic white cups with green band for sale at Walmart? My sister thought they were Starbucks cups!

      • nazzy16
      • 1/5/2011 9:52 PM

      In reply to: jennc2112

      I'm also a partner, and I don't see the Siren when I think Starbucks. ;) I didn't even know she was a siren until I became a partner - just thought she was a girl holding some fish tails. Even with the current logo, most people don't know that the Starbucks mascot is a siren, since there's no visual connection between the girl and her tails in the current or the upcoming logo. The new design focuses on something that people don't recognize, understand, or (in many cases) c

      • Mirra435
      • 1/5/2011 10:54 PM

      In reply to: jennc2112

      When I think Starbucks I think of the black/green logo and the circle around the "siren". It is how I find Starbucks on a busy street. I never knew what the picture was inside the circle. Why not change the picture inside instead? I think the siren and someone who likes a sentimental story is clouding your judgement. I informally polled friends. Some thought it might be Mother Nature or just a generic woman. I don't mind change at all. This is simply a poor design.

    • semperlex
    • 1/5/2011 1:09 PM

    Maybe if enough people organize a "coup" they will change it back.... I'm sure someone will post a facebook page against the new logo...

    • pollagma
    • 1/5/2011 1:10 PM

    I like all the versions of The Siren. Here's an idea - what about celebrating the release of the new logo by releasing four 'collector edition' cups, one for each of the versions of The Siren? Customers could be given them randomly - but I but you'd get people asking for specific cups. Heck, I'd sure want to get all four!

      • bushmacj
      • 1/5/2011 2:43 PM

      In reply to: pollagma

      pollagma - I love this idea! I too collect Starbucks mugs - and I'd love to have mugs with each different logo and each logo should have the dates from when it was in use! Starbucks, are you listening?

    • erhall55
    • 1/5/2011 1:13 PM

    I join with those who are objecting to the new logo for most all the stated reasons. I think that from a distance, it will be hard to recognize. It will cease to be the beacon on which I have come to rely.

    • suek0816
    • 1/5/2011 1:16 PM

    I really do not like the new logo. As others have said, it's boring!! I hope it's not too late to change your mind and continue to use the current logo.

    • asdd001
    • 1/5/2011 1:20 PM

    Can everyone say GAP? Remember how quickly THEY changed their Logo back?

      • kodiakpm
      • 1/5/2011 4:10 PM

      In reply to: asdd001

      My thoughts exactly, G.A.P. There are other ways to celebrate an anniversary than to change it to a nondescript siren... I don't think corporate actually did any consumer testing on this change. The logo is what you look for when traveling and just seeing the word Starbucks is enough to make a detour!

    • samish river
    • 1/5/2011 1:22 PM

    Please step back to the last logo with "Starbucks" printed on it. Like others have said, without the name, what is it? For whatever reason, no one wants to step back and see a mistake was made. Please do, and keep the last logo for the company and us your coffee drinking customers.

    • telecomladyj
    • 1/5/2011 1:23 PM

    While I think that "boring" and "abomination" are not exactly the right words, I do think you have reduced the logo's effectiveness. Taking away the contrast of green against black is a mistake. It's not that your loyal customers won't recognize the logo. More importantly is the psychological effect your logo has on the eye of potential new customers. Make no mistake, we all see- and consequently like or dislike- things we don't know we've seen.

      • telecomladyj
      • 1/5/2011 1:26 PM

      In reply to: telecomladyj

      Moving the name out of the central logo also sends the message "we may not be called Starbucks soon", whether it is intended or not- that is what I thought right away. Advertising change no matter how innocuous you think it is, always makes your customers nervous on some level. If you intend to keep the name, could moving it out of the central logo shorten your lifespan as an icon company? I guess we'll see.

    • markdavidhaus
    • 1/5/2011 1:23 PM

    The new logo is just terrible. I hate it.. You ruined one of the most magical parts of starbucks just because you needed to change something else in the company. The logo is plain and boring and just disgusting. What the heck was starbucks thinking. They people who made this should be fired. Don't mess with something that works and is in peoples heads. Starbucks thinks its to big to fall.. Well you just lost some customer guys! Enjoy 2011!!! Shame on you...

    • kay10197
    • 1/5/2011 1:24 PM

    Beyond a poor choice in removing the name from the logo. The nautical theme related to the very name itself points toward the history of Starbucks. The association with “Moby Dick”, draws illusions of seafaring towns and Sirens and fits perfectly with the image of Starbucks. I am beyond disappointed with the new logo and absolutely refuse to buy any merchandise once the old logo has been pushed out.

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

    What about changing your price not the logo.

      • ivorygirl4ever
      • 1/5/2011 4:29 PM

      In reply to: analitapineda

      Now THAT is a change that I could get behind! A PRICE change (only if it is LOWER :) I'm also glad to see others don't like the new logo! When I first said that it was boring this morning, I thought people would tell me I was crazy. (although the jury is probably still out on that one, too!)

    • danisoucy
    • 1/5/2011 1:30 PM

    yikes-people- its just coffee-

    • groce2
    • 1/5/2011 1:32 PM

    i agree with everyone that this is a bad choice to change. it does look boring, and to be honest, i have never noticed the mermaid or given much look to the picture until today after all the years i have been drinking the coffee...i always just looked for the name starbucks coffee and that was all i ever needed...i would not have noticed this in a store and recognized the brand...sorry.

      • iamezb
      • 1/5/2011 2:12 PM

      In reply to: groce2

      I have to agree with you, I've never really noticed that there was a mermaid in the middle of the logo. I just saw some kind of design and didn't pay any attention. I did notice that it said Starbucks Coffee around the logo. I don't think it will affect the products, but unless you are a die hard Starbucks fan people may not recognize that it's Starbucks any longer, I'm not sure this is a good idea. I think it's funny how people are so worked up about the logo.. they aren&

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

    The first version was the best, and I think it gets worse each time. The new version is really, really bland

    • musicdon1
    • 1/5/2011 1:37 PM

    Dumb idea! Anybody ever hear of New Coke?! Or Gap?! Why would you take your name off your product? Be proud of who you are and if the Mermaid is feeling a bit confined, send her a Peppermint White Chocolate Mocha. That's all it takes for me to feel free!!!

    • Dr Lynn Banowsky
    • 1/5/2011 1:41 PM

    Remember new Coke when Coca-Cola was doing just fine?

    • reneenet
    • 1/5/2011 1:48 PM

    Give me a break. You had a good thing going with the Starbucks logo. Who cares about the siren? She's just a nice picture. "Starbucks" says it all = why diminish the important part and focus on a "non entity" however imaginative it might be?

    • jrdaniels
    • 1/5/2011 1:53 PM

    Sorry to join in the complaining, but I hate the new logo and the removal of the Starbucks name. I spend a LOT of money at Starbucks (just check my gold card), and think things are going along swimmingly. I would revert back to the previous logo which is STILL stylish. Macy's, on the other hand, needs to come up with a new design - that font and star are SO 1980!!!

    • localClient
    • 1/5/2011 2:01 PM

    It's not the siren that people recognize as the logo. I didn't even know what was in the middle of the logo until a couple years ago. Take some advice from Gap and keep your logo. People like it, and more importantly, they actually recognize it. One more reason to go to Caribou: Avoid the huge freaky siren staring me down every time I take a sip.

    • JennyLovering
    • 1/5/2011 2:02 PM

    I've always been a fan of Starbucks ... don't go a day without one. My opinion? Don't try to fix what isn't broken.

    • victorian38
    • 1/5/2011 2:10 PM

    Why change it? I rather see "STARBUCKS" The new design is ick & blah...but whatever you do, don't change the recipes of the lattes!

    • oopsjm
    • 1/5/2011 2:11 PM

    LADY GAGA makes it to Starbucks cup. :-)

    • bebebarton
    • 1/5/2011 2:12 PM

    I like it. But then I love change and am usually in the minority. The name is still there. I can't believe there have been this many responses in two hours. As for the hoopla? Either people will continue to be incensed after you change it and you will revert back, or not. Will people boycott Starbucks over a logo? I don't think so. And, as someone who likes a quiet place to sit and study and not have anyone harass me (they don't at Starbucks) I know I won't. Cheers to cha

      • audreyparnell
      • 1/5/2011 2:16 PM

      In reply to: bebebarton

      Also agree with the others who think the new logo is boring. If anything they should go back to one of the older designs, or just leave it alone. I would not be tempted to buy anything that just has the new logo on it, I want it to say Starbucks, that's the part that appeals to me along with the mermaid.

      • Mirra435
      • 1/5/2011 11:03 PM

      In reply to: bebebarton

      I love change as well. I just think the new logo is plain and that they are mistaken about what the customer recognizes as the brand image. It also makes me wonder if there are other things happening behind the scenes? While I embrace change when it is a good idea, I hope you are not changing the atmosphere of the stores. I love to go and sit, work, surf, and chat.

        • trewblue
        • 1/6/2011 5:32 PM

        In reply to: Mirra435

        Nothing is going to change- all of us are still going to be there to give you the experience you have come to know and love! Starbucks is actually doing very well and likes to make changes once in a while- I am rather disappointed that so many people are on here complaining! Starbucks is still on the cup- it is just in a different place and actually it is where people look- to see if there drink is right!

        • katiebccan
        • 1/13/2011 9:17 PM

        In reply to: trewblue

        I believe most of us would be ok with change if it wasn't so dull .. so very dull... and boring and non representative of what we know and love

    • yankinwaoz
    • 1/5/2011 2:15 PM

    Geeze. Did you hire the same idiot who did the GAP logo? What the heck is wrong with the word "Starbucks"? I could understand getting rid of the word "coffee". I don't like it.

    • KathyKan
    • 1/5/2011 2:19 PM

    I loved the Siren story, but I'm SHOCKED that your marketing department and brand managers would let you get away with this move. Starbucks = green + black. This is a weak logo relative to brand recognition. You would be able to eliminate the "Starbucks" name with a strong logo, but not with this one. With the current design I'm just wondering, "who or what is this company?"

    • Sethmeisterg
    • 1/5/2011 2:30 PM

    I really do not like the new logo-- it's boring and bland. Bring back the previous one!

    • bethjoy7160
    • 1/5/2011 2:31 PM

    In response to ALL the comments... I couldn't give a rats hind end what logo Starbucks uses; how about you concentrate on good coffee at a REASONABLE PRICE. Stop raising prices on the simplicity of expresso & milk... I mean seriously, in the state of our economy, $4.50 for a medium (grande) coffee is just a little steep. Just sayin'

    • MissPiggy940
    • 1/5/2011 2:34 PM

    I travel a lot also, and always look for that Starbuck's logo. I have vision problems and I don't think I will be able to see that new logo as well as the old one. Have they checked this out with people who don't see well. We don't have to be able to READ the logo, but it was definitely recognizeable.

    • skeremy
    • 1/5/2011 2:35 PM

    The new logo is a huge mistake . . . please come to your senses like GAP did . . .

    • Bravenoble
    • 1/5/2011 2:36 PM

    A SIREN (m/f) is a unique mythological half-human & half-fish water creature species with the natural gifts of song & storytelling. These Siren creatures are distant cousins of the Merman Species (mermaids and mermen), however Sirens are their own unique species with twin tales, and a bad reputation for causing harm to sailors on all waterways. Sailors are known to have been seduced by the Siren's Song or Call & sailors have accidentally crashed. Merman (w/1 tail) rescue sailors

    • ed@e-bailey.org
    • 1/5/2011 2:48 PM

    I was a bit surprised to see the new logo today, but the more I looked at it, the more I liked it -- it's a recognition of Starbuck's (and by representation, the Siren's) status as a modern-day icon.

    • barrett321
    • 1/5/2011 2:54 PM

    The new logo is actually great. Simple, clean design is what we all want, but most of us just don't know it. And for those of you upset about the removal of the text and of the opinion that people will not recognize a company by it's logo alone... Have you ever heard/seen such things as the Nike "swoosh", the Apple (of Apple Inc.), NBC peacock, Playboy Bunny, The Golden Arches, Mercedes... The list goes on and on.

      • Jaga30
      • 1/5/2011 3:32 PM

      In reply to: barrett321

      Yes, removing the company name has worked for others, but there's one major difference. ADVERTISING. Nike's advertising budget makes Starbucks' budget look like pocket change. Starbucks' own chairman even called the company's advertising budget "a joke!" So where is the brand reinforcement going to come from?? The one sign at the local hockey game with a green image of something with no name? Not the best marketing strategy. Now we wait and see how well/poorly it'

    • Bjsbark@yahoo.com
    • 1/5/2011 2:56 PM

    Never even noticed the chick. Everyone just relax, enjoy the great service, coffee, and atmosphere.

    • pamspeed
    • 1/5/2011 3:00 PM

    I first noticed a Starbucks in the late 90s in my area. 40 years in business in Seattle is something to celebrate, however the name Starbucks has more recognition than a mermaid. The mermaid means nothing. It's a mistake to leave your name off your logo. I do appreciate the presence/name of a Starbucks on Interstates as traveling by road on long trips calls for good coffee. Offering good quality coffee and snacks at reasonable prices is more important than changing your logo.

    • paulacobb
    • 1/5/2011 3:08 PM

    Brand recognition is what is important to those of us who are committed to the Starbucks brand. I have never noticed the siren until today. If I were a CEO and was getting the feeback on this blog... I would go back to the drawing board and rethink the future. Feedback is always good. We are the customers and I am just wondering if you put a focus group together before making this change. If you decide to have a focus group, I will be glad to serve!

    • cdorsa
    • 1/5/2011 3:09 PM

    Sorry, I want to like the new logo, but I just don't. In fact, I hate it. Please bring back the Starbucks name to the logo, it has much more meaning to me then the mermaid image.

    • ksheets80
    • 1/5/2011 3:32 PM

    After being in business for years if you don't realize that the Siren is the Starbucks' logo then you must not know Starbucks. The Siren is their logo, Starbucks is their name. Starbucks is more then just a coffee shop and their logo should stand for all customers, growth and their roots (Siren/Seattle). Their new logo does just that. Btw McD's can easily leave off their name and just have golden arches without people confused on who they are.

    • golfingfool
    • 1/5/2011 3:36 PM

    Love the new logo and applaud you for changing it. As the company evolves, the logo and signage should too ..... much like our clothes and hairstyles. The new logo just reminds us that SB has evolved and changed with the times (a good thing).

    • randynewman11
    • 1/5/2011 3:56 PM

    Starbucks seems very UN-authentic if you ask me. The story by Steve M. is just another testament to that. Does he really think that Starbucks coffee is the world's finest coffee? It's a commercialized, made in 45 seconds cup of coffee. Would you ever catch a company who mass produces a $20 bottle of wine with so-so grapes say something like this? Chances are, Steve M. goes to Stumptown when he wants a decent cup of Joe. Just be real. Stop feeding people this garbage please. New logo? Not

      • trewblue
      • 1/6/2011 5:40 PM

      In reply to: randynewman11

      Oh my word- what are you doing on here! I would be willing to bet very large sums of money that when Steve wants a good cup of coffee he probably either goes to work, stops by a store near where he lives, or makes Starbucks at home! As do most of us who work for the company! You need to learn more about coffee and where Starbucks fits in the puzzle! And Steve is being real- very real!

    • randynewman11
    • 1/5/2011 3:58 PM

    New logo? Not good.

    • LRLG51
    • 1/5/2011 4:10 PM

    Huge mistake to make the public focus on the Mermaid Logo. Please turn your ship around, as it is heading towards a reef of rejection. Providing good coffee @ a fair price is better than focusing on a silly mermaid whose tail is split in two like a Butterflied Shrimp!

    • sjsavell
    • 1/5/2011 4:17 PM

    Now,Now people. This is a change and the only thing in life that we can be sure of is change. Do I like the new logo? Not really but, it is what is inside the cup that really matters to me. As a business you have to change and evolve to the current times otherwise you will die. I do not worry because as much as everyone complains about the new logo I am sure I will still have to wait in line at my local Starbucks to get a cup of Joe!! For all those that do not like it start your own coffee shop!

    • bbqjudge@comcast.net
    • 1/5/2011 4:19 PM

    As a registered card member for nearly 6 years and a big spender on SBUX (stock, coffee, memorabilia) I beg you, Howard, NOT to change the logo. Call a halt to all the changes before any more money is wasted!

    • telcyn
    • 1/5/2011 4:59 PM

    I think you just made a GAP error. The mermaid looks like she is floating in space, rudderless without her circle of Starbucks and the black color that finishes the logo.

    • bcur01
    • 1/5/2011 5:01 PM

    In all my years I had never paid attention to the Siren. It was the Starbucks name that I knew and I would never think of taking away my name from my company logo brand and I think you are making a big mistake taking away the Starbucks name. What is the real story here? Is Starbucks being sold or merged with a another company? Is this what you are preparing us for?

    • LRLG51
    • 1/5/2011 5:02 PM

    Something tells me more will be changing than just the logo. Has anyone else noticed that when products get changes like this, the quality also suffers, the packaging gets smaller and quality control suddenly becomes a no show.

    • allenenungesser@me.com
    • 1/5/2011 5:13 PM

    Ditto to all the negative comments that have already been made and by the way if I'm not blind the Siren is still engulfed in a circle that contains her.

    • Jinx1959
    • 1/5/2011 5:15 PM

    Oh just give it a rest and bring back the original logo bare ****, double tail and all. Enough pandering to the politically correct crowd, it was a beautiful logo and it shouldn’t have been updated or censored to begin with. The new logo is dreadful and boring. Start spening more time on the quality of the food. That has been going down for years now and seems to just get worse with every change you all make.

    • mhamele
    • 1/5/2011 5:15 PM

    I love modern design, but find the new logo to be too bland. Starbucks is more than just coffee, it is the atmosphere that goes with it. I too hope that you are not selling out or merging with someone who will take that away. If you really want to celebrate a 40 year milestone, why not go back to the original logo (it was beautiful). The cup is important. Both my husband and I don't feel like it is the holidays until we are holding a red cup. Please reconsider this change.

    • DEMorgan
    • 1/5/2011 5:17 PM

    As a longtime Starbucks devotee, my reaction to the new logo was immediate: I find it vacuous, lacking the strength of the circle and bold Starbucks name easily recognized wherever one travels. I am troubled by some of Howard Schultz's phrases in the accompanying video. He says the proposed logo makes it "more suitable for the future." How so? What does this even mean? He says the new logo allows Starbucks to "think beyond coffee" -- you do this already, and well! PLEA

    • stupidrules
    • 1/5/2011 5:17 PM

    I'm very worried that there will be more changes at Starbucks than just the logo, (which I don't like.) The video hinted at that. Yes, progress always brings changes, but there are some (comforting) things that you just want to stay the same--like traveling in a strange city & seeing the OLD logo sign & knowing you'll get a consistantly good beverage.

    • JS127386
    • 1/5/2011 5:18 PM

    The new cup is boring. Move in the wrong direction to change your ICON. It is like redrawing Micky Mouse. If you want to move forward and save trees stop sending the rewards post cards. Debit folks gold cards. The post card rewards are easily stolen in the mail and cost postage. In fact with what we pay for your coffee return to the original black card with the 10% discount. Hope enough folks complain and sales fall to bring you back to your senses.

    • DEMorgan
    • 1/5/2011 5:19 PM

    .....continued: PLEASE don't change a thing!

    • briandc0
    • 1/5/2011 5:23 PM

    This is one change that is definitively going to draw customers away...including me. I really think that the logo of a long standing company really makes a difference.The logo itself with the Starbucks Coffee label has became a subculture in itself, and i'm pretty sure that many more customers will not like this new logo. Please bring the old logo back......

    • New-Logo-Hater
    • 1/5/2011 5:26 PM

    "She is a storyteller, carrying the lore of Starbucks ahead, and remembering our past. In a lot of ways, she’s a muse –always there, inspiring us and pushing us ahead.And she’s a promise too, inviting all of us to find what we’re looking for, even if it’s something we haven’t even imagined yet." Steve, I'm sorry but this droll commentary is neither inspiring or inviting; same as the logo. Just plain sucks.

    • christybenson_533@hotmail.com
    • 1/5/2011 5:32 PM

    Sorry, don't like the new logo. I' in Starbucks 6 days a week. I usually get breakfast and lunch in addition to coffee (5 shots, coffee on top) and would not notice the new logo as representing Starbucks. I too, look for the name to be on the logo. I find the new logo boring.

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

    So what? For the first few years I drove by the Starbucks building, I didn't even recognize the mermaid, or Siren - I thought it said PAMI, which didn't make sense to me anyway, but.....I really do not understand why you changed the logo. I really hate it.

    • starbucksisawsome
    • 1/5/2011 5:46 PM

    April Fool's

    • JumboJigga78
    • 1/5/2011 5:47 PM

    I trust Starbucks. They know what they are doing.

    • JumboJigga78
    • 1/5/2011 5:56 PM

    Another note: This is the LOGO. We have not seen the accompanying wordmark.

    • brewberry
    • 1/5/2011 6:00 PM

    Not liking the proposed new logo. It's just too bland. Sometimes taking a stroll down the street or walking into the office with a coffee cup in hand with the visible words Starbucks Coffee (even if it simply says "Starbucks") says a lot. With just the Siren, I think the cup just blends in with the environment. Funny thing, I was watching the movie The Dark Knight just last night and saw the Starbucks name/logo in the backdrop of the downtown scene with the joker. Never notice

    • jaydog1717
    • 1/5/2011 6:11 PM

    So VERY VERY disappointed. You have the thoughts to embrace the Siren but you have utterly lost you heritage! How can you delete the words Starbucks Coffee? WE are a group of proud people have connected to a brand and you wash it away like yesterdays dirty laundry. If you wanted to be like other companies you should have never embraced your corporate name and placed it upon millions of cups both disposable and reusable!!! Howard you will only call this a mistake if you don't course corre

    • artistswriter42
    • 1/5/2011 6:22 PM

    I agree with almost everyone here. I don't like the idea of removing Starbucks Coffee from the logo. I like the Siren, but it needs the words, too. Please bring them back. And I liked the circle.

    • ghalusa
    • 1/5/2011 6:44 PM

    I'm a minimalist, hence why I'm diggin' the new logo. At this point in Starbucks' history, everyone knows Starbucks by the Siren. In my opinion, having the words removed does not hurt the branding in any way.

    • cyndipity
    • 1/5/2011 6:44 PM

    As one of your most loyal customers, according to email from Starbucks.com today, I feel invited to say, "What a crock of NONSENSE!" I can not IMAGINE the man hours and DOLLARS spent, to date and in the future, on such an aromatic, steaming, pile of bull's tripe. Capital H-ubris. Those of us who LOVE our trips to Starbucks could give you a million ways to better spend that money... starting with adding more employee hours per store, a cheaper latte', more charity...Seriously! I

      • trewblue
      • 1/6/2011 5:46 PM

      In reply to: cyndipity

      Well- you do not speak very well for those of us who work at the company! I am excited about the new logo- she is bigger and more noticeable now! Starbucks does a lot for charities and treats its employees/partners much better than the average company! WE have all sorts of benefits and work with amazing people! Including Steve, Mike, their teams, and Howard!!

    • gohoyas
    • 1/5/2011 6:46 PM

    VERY disappointed in this new logo.

    • meowlane
    • 1/5/2011 7:04 PM

    I,m sorry, I think you have missed the mark taking Starbucks name off the cup. I loved having it on mine and seeing it on others. It is a sense of pride of the coffee. It made me feel a part of Starbucks Please reconsider and at least put the name back on it. Thanks,

    • gohoyas
    • 1/5/2011 7:44 PM

    Go back to the old logo. It was fine. This new logo is boring. The old logo was perfect. The logo needs to have the words STARBUCKS COFFEE included.

    • suttop2
    • 1/5/2011 7:58 PM

    While I appreciate the history and lore of the Siren, I too am disappointed and do not like the new logo without the Starbucks circular brand. I agree that Starbucks is making a mistake with the new branding. Bring back the Starbuck words, old logo was great with wide recognition. Bring back the old logo using todays technology for smother edges on the Siren if you like, but bring back the Starbucks name in the circle with the Siren! The 40th anniversary deserves more than just an image.

    • veronica57
    • 1/5/2011 8:06 PM

    How disappointing that my favorite stop of the morning will no longer have a name and logo.......I could understand expanding the menu and maybe changing to StarBucks Cafe or something similar, or even just StarBucks only......but No Name???? Remember what happened with Prince the artist?

    • lranda31
    • 1/5/2011 8:31 PM

    I would say, I think making a change is good theres nothing wrong with making something new and different. Go for it and Congrats on your successful business.

    • rrrgonzalez
    • 1/5/2011 8:42 PM

    I like it. I get it. Like the Target Red Dot. You are going for the iconic image that says Starbucks on graphic design alone. Clean, modern, uncluttered. Give it a whirl. And people, please stop crying about the Starbucks logo, how about moaning about the price increases at the beginning of the year.

    • mpwallace94
    • 1/5/2011 9:35 PM

    I am a (very) long time customer that I has witnessed various changes over time and never said a word. I feel very strongly on this one. This is just plain dumb. My first thought was someone was trying to save a faction of a cent per cup by saving money on ink. Your marketing department can spin it any way they want to, but I'm not buying what they're attempting to sell us. This comes right on the heels of a price increase as well, ... nicely done.

    • nazzy16
    • 1/5/2011 9:56 PM

    Re-posting my comment from above so it won't be overlooked: I didn't even know she was a siren until I became a partner - just thought she was a girl holding some fish tails. Even with the current logo, most people don't know that the Starbucks mascot is a siren, since there's no visual connection between the girl and her tails in the current or the upcoming logo. The new design focuses on something that people don't recognize, understand, or (in many cases) care about. I'

    • airjava
    • 1/5/2011 10:13 PM

    She is more alluring than ever. Good move, Starbuck's. Time will prove you right.

    • denverdick
    • 1/5/2011 10:16 PM

    So, Steve, you're one of the guys to blame for the dull, boring and dumb new logo. Wow, and I was blaming Mike P. Well, there's probably enough blame to go around on this mess-up.

    • Bryan07628
    • 1/5/2011 11:03 PM

    Label evolution worked for Coke, Pepsi, Budweiser, M&M's, etc., etc....right?
    As long as what's in the cup stays the same & I can spot the storefront signage from the road in areas away from home, I'm good. Please don't ever do with your espresso blend what Coca-Cola did with "New Coke", though.

    • dsokoll
    • 1/6/2011 6:04 AM

    Looks as though Starbucks is trying to save a few $$ by eliminating some of the print on the cups! Bringing the Siren out of the ring only cheapens the look leaving the cup looking as though someone didn't finish their work! Changing the logo is not going to regen the individuality that Starbucks once had. Work on lowering prices as your competition is gaining groud. Your fans are more concencious in todays economy paying $5 for a cup of coffee is more a treat than the daily activity.

      • trewblue
      • 1/6/2011 5:49 PM

      In reply to: dsokoll

      Ummm, you are wrong- it says Starbucks in bold black letters next to the also black boxes where we mark your drink down! Look again everyone- they are not saving any money on ink here! Wow- learn how to spell a little better too!

    • toto09118
    • 1/6/2011 6:15 AM

    isn't this logo a representation of the picture of Queen Esther ?

    • Germaine2111
    • 1/6/2011 7:02 AM

    Reading the article and then I saw the passionate and heated debate here which is quite interesting. Actually it's just a logo design, and it seems that they will keep the Starbucks name somewhere so I really don't see what the big deal is. Personally I don't love it but I don't hate it either. As a customer I am be more concerned about their service and product quality because that's what I'm really paying for.

    • ndmartinxyz
    • 1/6/2011 7:43 AM

    I don't mind walking away from the Starbucks name, but why not at least a hint of the definition of the name. By just adding the navigational stars, and encircling the ***** to keep her from stepping out on you with a darker band, you don't go straight to flat and you give a bit of strength to the unnamed. http://ndmartinxyz.deviantart.com/art/New-Starbucks-Logo-192391755

    • ndmartinxyz
    • 1/6/2011 7:56 AM

    http://ndmartinxyz.deviantart.com/#/d36jmff

    • ttrejo@vpdinc.com
    • 1/6/2011 8:27 AM

    Your new logo looks like you forgot something. It doesn't look finished. In an artists words, "it looks Anemic". I my words, very "Wal-Mart". I 'll be going to my locally independent coffee house.!

    • gladRocks
    • 1/6/2011 10:21 AM

    As a frequent customer and investor who has owned Starbucks stock I have to say this is the biggest bunch of gobblygook ever...I like chocolate in my coffee. Just stick to that. No one gives a **** about how you change your logo every 10 years.

    • getorix
    • 1/6/2011 10:32 AM

    Wow... So you remove both your name and the most importance word...COFFEE from your cups..awful idea..Personally who ever you are paying to help re brand your logo is missing the point that your are a coffee company.. I do not see the new siren achieving the same recognition as the Coke wave nor the golden arches... Seems the logo points you in a new direction that COFFEE is not the main focus going forward. I guess I should have seen that coming when you introduced pikes place as your COD..

    • ziagina
    • 1/6/2011 10:57 AM

    After reading several comments regarding the removal of the Starbucks name from the logo, I must admit while change is needed in life in general my first thought was "why remove the Starbucks" name? I will still spot the infamous green siren when in an unfamiliar location and needing a latte fix, however I now somehow feel less connected to the company I frequent more often than I would like to admit.

    • gam28toronto
    • 1/6/2011 11:31 AM

    This is ugly. The band around the siren provides "class" to the logo. Now its just like a cartoon on a cup. what a horrible change. Have they asked the public about this before issuing the change?

    • mark_matthews@rocketmail.com
    • 1/6/2011 11:35 AM

    It looks like over the years all you've done is remove detail and zoom in on the Siren. Now basically you've zoomed in on her face, show a little tail, removed the name of the Company but kept the green color. Not exactly what I would call an exciting or innovative change. In fact it doesn't look like it took much thought at all. More like someone hit the cntrl and + keys while looking through a toilet paper roll at the current logo.

    • andrewdavenport
    • 1/6/2011 11:46 AM

    You should fire everyone that said this was a good idea. Quickly!

    • RobBrowne
    • 1/6/2011 12:43 PM

    Having difficulty googling the Siren image now that I've forgotten the name. A focus group or a public poll should have avoided this mistake. But, having heard from the consumers, I hope the Siren Company's mistake will be corrected.

    • danicagrunert
    • 1/6/2011 2:19 PM

    I think the new logo looks cheap. It reminds me of McDonalds.

    • pbauder
    • 1/6/2011 2:41 PM

    Your new logo reminds me of the knock-off brands in grocery stores shelves right next to name brands. It looks enough like the real thing, but isn't. Why on earth would a company ever remove its name from their packaging is beyond me. Your think tank people put WAY to much emphasis on the mermaid and not enough on how future generations are going to know what coffee brand to buy. The block letters of your company, ringed in a green circle, was classy. This cup looks like a poor counterfeit.

    • DEZCAP
    • 1/6/2011 4:28 PM

    Changing a logo is a very difficult choice. I agree , everyone knows the cup, the logo, the name today. . . however, just like anything else, it doesnt change the taste and quality of the coffee and eventually the logo will be like it never changed. Remember when the canucks changed their logo? my point is, it will soon be "STARBUCKS" cup and i foresee others changing logos soon as well.

    • drysumpdream
    • 1/6/2011 7:36 PM

    Sure - change the marketing coffee icon of the century to the avatar of a Taiwanese seafood restaurant. The CEO of Coca-Cola is likely rolling all over the office floor.

    • rctw89
    • 1/6/2011 9:02 PM

    There's a bronze sculpture of a siren in the same pose as the Starbucks' Siren at the Metropolitan Museum of Art in New York City. Its located at the entrance of the Arms and Armory section of the museum. http://www.flickr.com/photos/renzodionigi/4025957230/

    • jflogel
    • 1/6/2011 9:08 PM

    You know, I don't have a degree or career experience in marketing and even I know the value of a brand name. Starbucks spent decades building their brand name and now you take it off? Seriously? Coca-Cola is into much more than their signature soda but you don't see them taking the name off of their ****, leaving a bland red can with a white wave, do you? If you just took off "Coffee" I could understand, but you're removing your name from your product? Wow!

    • lyleen0709
    • 1/7/2011 12:05 AM

    Such a shame!!! The coffée is f** brilliant (UK drinker- living in France, Nantes where I've been wishing for years for one to open!) but the new logo I agree is... CHEAP. The usual one realy has class, and reflates the quality of the coffee and the overall looks of the shops that (in the UK at least) are modern, classy and very trendy. Do you count on changing the looks of the shops to a "Mc Donald-like" look too? Yuck!

    • my03caiden
    • 1/7/2011 12:44 AM

    Sorry Starbucks, but I really dislike the logo. No Starbucks on the label thumbs down to whoever made this decision.

    • Bee2fly
    • 1/7/2011 7:21 AM

    I must admit, I am a little confused. If I were to search for a Starbucks in an unfamiliar area, let's say in the phone book, would I be looking for the name Starbucks or the picture of the siren? This reminds me of the "Artist formally known as Prince", who eventually went back to "Prince". Unlike some of the other commenters, I do believe the siren is known well enough to alert onlookers that you have a starbucks cup. However, it is confusing. If it's broke fix

    • organlady1
    • 1/7/2011 9:15 AM

    I suppose we all will adjust to the new logo. But, in this day and age of enormous amounts of coffee shops, etc., it does confuse me as to why they would want to remove the company name from the store front logo if that is the plan. It really doesn't matter to me how the cup looks, but for new customers looking for "Starbucks," it will make identifying the storefront a little more challenging.

    • gwendjack
    • 1/7/2011 11:16 AM

    Gotta agree with most everyone else. Not thrilled with the new logo. Like the current logo with the Starbucks name. I, too, think you're missing it with this logo change, but I will continue to enjoy Starbucks coffee.

    • ScottSchro
    • 1/7/2011 12:11 PM

    Congrats Starbucks! You've moved beyond words in mass consciousness. For all of those folks who want to hold on to the words Starbuck's and Coffee, I only need point to the Golden Arches, the Nike Swoosh or the Target as icons that have also moved beyond words in our minds. You've won as far as I'm concerned. Here's to the sirens future and yours.

      • katiebccan
      • 1/13/2011 9:38 PM

      In reply to: ScottSchro

      wow do you actually hear yourself? pass me the bag .. what dont you understand about ugly and boring ... it's not as much about the words as it is about the Dullness

    • pegasusdesign
    • 1/7/2011 12:46 PM

    Brilliant new logo. First, for those ultra-conservative types who hate dropping elements from the old logo: **** it up. Read above for a list of other logos even YOU would recognize without the type. The best parallel not mentioned: Apple. It was ESSENTIAL for Apple to drop the word "Computers" from its company name (its range of product), and create brand recognition for their symbol alone. So too with Starbucks. The logo can now brand beer, wine and other upcoming products. Bravo!

      • chuckyp2@netzero.net
      • 1/13/2011 8:21 PM

      In reply to: pegasusdesign

      The problem is not with them dropping the word 'coffee' from the label but rather the brand name which is "Starbucks". Like you said Apple Computers changed to just Apple and dropped the Computers when they brought in other products.

    • pegasusdesign
    • 1/7/2011 12:48 PM

    Well, that's interesting. The Censor Police have asterisked out the word "SUCK". Thats S U C K. LOL!

    • mtnnote
    • 1/7/2011 10:57 PM

    pegasusdesign---ah, I'm behind on the comment stream, but I think you are the first person to see the light at the end of the tunnel or at least to state it. You've hit it on the nose--the logo allows the company to expand and Steve implies as much in his last paragraph: "She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing....." It's i

    • katherynwells
    • 1/8/2011 9:12 AM

    I think you may have underestimated the loyalty of your customers to your current and past logos. The rumor of change has now gone so far as to include the name of "Starbucks" to something more generic for each community. Please say that is not so. My husband and I travel a great deal and always look for a Starbucks wherever we go. We may have to put up with creaky beds and bad food in strange towns but if there is a Starbucks around we know what to expect when we order coffee.

    • rhetorich
    • 1/8/2011 11:40 AM

    I wish you talked more in your stores about Mr. Starbuck in Moby Dick. Perhaps a placard on every counter would be good. I know people wonder about the origin of the brand. My $0.02/worth.

    • ksebrowski
    • 1/8/2011 11:48 AM

    I don't like the new logo. It looks like a cheap knock-off! If you want a change that allows future direction, remove the word coffee.

    I presonally think you should grow some ******* and go back to the original siren picture!

    • airking1111
    • 1/8/2011 7:45 PM

    Same idea on "retro-logo" but perhaps for a different reason. The new one lacks a focal. I get the "passion" thing and "Siren leading" made for a sensible icon. Growth in the product line proved it as did your margins! Why not expand what you did for coffee to Tea? Broadening the scope of that legacy icon beverage too may expand your market. Being literal works - Renaissance anyone?

    • erika1e
    • 1/8/2011 9:10 PM

    Yuck! I HATE the new design and I never use that word--but in this case---I do! Taking away the green circle and the word Starbucks from Starbucks is like taking away the golden arches (M) from McD's! How about changing the wording to Starbucks Coffee & More, if you want to be known for other stuff beside the coffee? Or, Starbucks Coffee House---letting people know they can come in for a pastry or lunch....Or, use ANYTHING---but, keep the green outer circle with the word Starbucks!

      • charcoaldrawing
      • 1/14/2011 11:58 AM

      In reply to: erika1e

      Actually its more like taking the away the McDonald's name from the simple golden arches logo, which is exactly what McDonald's did.

        • randomraccoon@yahoo.com
        • 3/11/2013 9:03 PM

        In reply to: charcoaldrawing

        And it worked out pretty good for them. As we fast forward to present day 2013, I see now that everyone associates the siren logo with "Starbucks." Wow, we really had nothing to worry about, now did we? LOL

    • tommy1967
    • 1/9/2011 10:28 AM

    I think the new Design is great. Does it really matter what design STARBUCKS puts on their product? Our you not going to purchase Coffee, Tea, and other products because of this? I think not! There are plenty of other things to complain about, then a billion dollar franchise design. Kick back, relax, and enjoy your latte. They are still getting paid, and you all will continue to pay them, as well as myself.

    • edjackie@comcast.net
    • 1/9/2011 12:33 PM

    It seems to me that such a drastic change should have come up for a vote by the customers who buy these drinks as well as the shareholders who own part of this company. I am very much against the logo change, especially removing the name itself. Very sad to look at a new age looking character on my cup. Starbucks, it looks cheap and not classy at all!!

    • sr200179
    • 1/9/2011 8:23 PM

    a couple of years I did a research paper on the evolution of STARBUCKS logo. Corporate logs often have elements that most people don’t actually know about. Starbucks name and logo have a fascinating history and has been the subject of scrutiny and public visibility for years.

    The evolution of the Starbucks logo from a brown Nordic inspired woodcut to the sleek more contemporary design we see today was not done overnight. Starbucks logos consist of the wording Starbucks coffee in a circu

    • sr200179
    • 1/9/2011 8:24 PM

    a couple of years I did a research paper on the evolution of STARBUCKS logo. Corporate logs often have elements that most people don’t actually know about. Starbucks name and logo have a fascinating history and has been the subject of scrutiny and public visibility for years.
    The evolution of the Starbucks logo from a brown Nordic inspired woodcut to the sleek more contemporary design we see today was not done overnight. Starbucks logos consist of the wording Starbucks coffee in a circular s

    • sr200179
    • 1/9/2011 8:25 PM

    Starbucks logos consist of the wording Starbucks coffee in a circular seal with two stars and the deign shows twin-tail mermaid known as a Siren, in Greek mythology wearing a crown. Starbucks has to change their corporate logo because some customers found the split tail of the topless sire to lurid and sexually suggestive. A simplified logo was introduced to hide the siren’s ******* under her wavy hair and cropped and enlarged to now show the split tail. The logo clearly uses positive and negat

    • sr200179
    • 1/9/2011 8:27 PM

    The logo clearly uses positive and negative space well in its design after many evolutions is now clear and concise. The logo’s use of green and white also makes it standout among others. This complex yet simple logo design is not like any of its competition. Due to connection of the siren and Starbucks just having her in green work

      • katiebccan
      • 1/13/2011 9:45 PM

      In reply to: sr200179

      what don't you understand about it's dull and boring? there's nothing standout about a boring bit of overly linear green on a heck of a lot of white. It s u c k s, Period.

    • djmilne
    • 1/10/2011 9:04 AM

    I'm not awake enough in the morning to have noticed the change, but I agree with everyone who believes that the change is bad. That cup is about the only advertising that I see from Starbucks. When that cup looks like it came from Coffee-mart, that's tarnishing the brand. Empty cups at peoples' desks is great advertising. Out of sight may lead to out of mind.

    • keboe54
    • 1/10/2011 1:25 PM

    It looks like I, too am joining the ranks of people who have way too much time on their hands to even care to comment, no less than to actually do so.
    I think the whole story of the evolution of the siren might have a grain of truth to it , but mostly sounds like a bunch of spin from advertizing people who do nothing but make krap like this up all day long. removing the name starbucks from the logo feels more like a pretentious "any one who is anyone will automatically know who we are&#

    • keboe54
    • 1/10/2011 1:35 PM

    (oops it seems i got a bit too wordy) in conclusion---
    removing the name starbucks from the logo feels more like a pretentious "any one who is anyone will automatically know who we are' rather than an 'evolved symbol of who we are becoming' statement.
    whatever, i still like your coffee and your ideals, but this feels like a mistake. and apparently the majority of responders thinks so too. besides all the money that was spent on so called research, etc to implement this

    • awpottle
    • 1/11/2011 7:19 PM

    dumb, dumb, dumb! I totally understand dropping the mention of coffee since your expanding your line all the time...but to drop your name?? It's your name that defines you, not the picture of the woman...your muse! My goodness....don't you remember when Prince dropped his name and used a symbol...he became Prince who...you guys need to get out of the office and realize your a global company with a wide variety of customers whose deepest thought towards the Siren was to think of her as

    • chuckyp2@netzero.net
    • 1/13/2011 8:07 PM

    The very first day this annoucement came out I said to my husband how generic and bland the revised logo is. How interesting that everyone else seems to feel the same way. I do not understand in the least how you can take such a universally known name off of a logo. It cheapens the look of the cups. If they truly decide to stick with this bland logo then I most assuredly will not hurry to collect any more mugs, cups, ornaments, etc. because you can get those anywhere with random pictures on them.

    • zn2233846
    • 1/14/2011 3:09 AM

    i am also a starbucks partner, i am not a fan of the new cup design, yes its bland and boring and to be honest even after hearing the story behind the siren im not sold. when i think starbucks i visualize the name the store the people. sry but the siren really has no meaning. i really dont try to seduce people to buy things when im working i have a real connection and conversation. i like the idea of having competitions for inside the circle art designs. it would make people more involved

      • UsagiChan
      • 3/9/2011 1:35 PM

      In reply to: zn2233846

      Furthermore, you don't have to seduce anyone at Starbucks, that is the point of the Siren, she does the seducing with the aroma of the coffee. Like the sirens in the Odyssey, who seduced the sailors with their song. It's all reference to Starbucks Nautical history, even the name Starbucks is a reference to First mate Starbuck on the Pequod in Moby-Dick. Have a sense of pride and learn something about the company you work for to avoid sounding so unintelligent next time please, and thanks!

    • zn2233846
    • 1/14/2011 3:10 AM

    also if the cup is changing and losing the name and circle whats happening to the design of the sleeve, is that going to change too? are they just going to leave it blank and boring?

    • charcoaldrawing
    • 1/14/2011 11:37 AM

    http://tinyurl.com/6eppdve

    • charcoaldrawing
    • 1/14/2011 11:52 AM

    People stop being ridiculous. So you hate the new logo.. fine, but Starbucks didn't change their name, and the name isn't gone. Stores and signs and literature will still have the name just like in any other company that has just an image for their logo. In no time at all, because of our fascinating brains, all of us will be able to see that image and think about Starbucks without even trying.

    • whitneyz
    • 1/16/2011 3:37 PM

    I am a loyal Starbuck's consumer and stock holder. I am concerned and do not understand the need to remove the Starbucks name on the cup. It is the only part that I identify with or have ever noticed. I honestly believe that if you polled your customers that the majority will have never noticed the "Siren" on the cup. Somethins are best left alone. Remember when Gap revamped their style - what a disaster and when Coke tried to change to "new coke". Mistake!

    • Veronagirl
    • 2/10/2011 5:57 AM

    I will miss the old logo...not as striking without the black or the name.

    • surfermom
    • 2/14/2011 10:13 AM

    Is it true that this change is due to the cost of INK ? Less ink on the cup ?? A sad story. Stop giving free pounds of coffee to your workers, ........which I can guarantee are going to all the family and friends. Cut back elsewhere, not on that GREEN Starbucks name wrapped around the Siren.

    • NAMDORG
    • 3/13/2011 6:24 PM

    After doing some research, I just can't find the Siren in Norse Mythology anywhere I look. I know its in Greek mythology, and that's what I thought this siren was (and I even told a customer this a few days ago - I feel guilty now that I read that it's Norse), but can someone direct me to where it is in Norse mythology?

    • videni
    • 6/7/2011 12:02 AM

    Back 3 years ago i had researched the Starbucks LOGO and here is what i have discovered. It may be fun to read for those who find this logo mystic and psychedelic to an extent. But it takes a careful eye to notice the hidden gem. https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=14VWa_9_dFQo50gpd2MrA541Vn7X8T1VahYyka0xKYdBfKzF7fs4qTMnwJDdw&hl=en_US -- p.s. The new logo is even "cooler" with the fins + star connection, and the single sensation of rapid

    • videni
    • 6/7/2011 12:03 AM

    movement that resembles a bell ring (pun the siren song). Hey, that's quite a masterpiece. For a quick experience, just scroll up to top of the page and stare right into the Sirens eyes

    • sirenbeware
    • 9/29/2011 7:46 PM

    Hello All
    sounds like a good story doesn't it. Does anyone actually read the history of the siren, sailors feared them becuase they were lured into smashing their boats into the rocks to hear them, then ended up dying. So if these type of sirens = death, why would starbucks use this logo??? I don't think the coffee will kill me, but this is seriously weird. Check it out for yourself

    • itsmylifehere
    • 10/26/2011 1:09 PM

    Steve,
    The new logo is REALLY, REALLY BAD. Nobody in the world cares about your siren, maybe except you and your pals.
    Until it's not too late, the logo must be changed back. Make a survey - you will see the result. Good luck.

    • Chanelle2347
    • 1/9/2012 9:39 PM

    This siren is Lilith. That's pretty obvious.

    • bizolver
    • 2/4/2012 7:29 AM

    The Starbucks logo features Melusine de VER.

    • Ravyn Starr
    • 2/18/2012 11:57 PM

    Look up the image of Medusa on the Temple of Hadrian in Ephesus. The images are nearly exact.

    • wrighter00
    • 2/26/2012 1:50 PM

    Sirens are not aquatic creatures like mermaids. They are human-like maidens from the island of Sirenum scopuli. They lured nearby sailors with their enchanting music and voices to shipwreck on the rocky coast of their island.

    They originated in Greek Mythology and have been since altered in other cultures. However, "the sirens, though they sing to mariners, are not sea-maidens," scholars cautioned; "they dwell on an island in a flowery meadow"

    • Deets12
    • 11/15/2012 10:40 AM

    Correct me if I'm wrong, but didn't mermaids and sirens lure sailors to their death?

    • castlebrookbooks@aol.com
    • 10/14/2013 2:18 PM

    I wasn't finished with my comment when it disappeared. I want to know who the woman or girl was who was the model depicted in the 1987 and later logos.

    • mj.gill@ymail.com
    • 11/5/2013 3:52 AM

    I am currently writing my thesis on the Starbucks logo as I feel it is one of the most interesting logos out there.

    Through my research I have found that is not actually a Siren but a Melusine.

    My question is, has Starbucks used the story of the Siren in this case for their ethos which is combined with the image of a Melusine?



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