That’s not an entirely accurate headline. Rather than rolling out an entirely different and new logo, Starbucks have tweaked their existing brand logo, which will roll out to stores in March. It’s the fourth iteration for the company, and as you can see above, they’re all fairly similar.
“Throughout the last four decades, the Siren has been there through it all,” Starbucks CEO Howard Schultz said in a video statement. “And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.”
I think for the most part this logo works, though it would’ve been nice if they had kept a curved “Starbucks” at the top of the logo. Their mermaid logo isn’t on the same iconic stature as say Apple’s or Nike’s, yet, where you immediately recognize the company based solely on the logo. Still, the move makes sense as the company positions themselves to move beyond coffee and beyond English speaking markets.