To provide the best experiences, we and our partners use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us and our partners to process personal data such as browsing behavior or unique IDs on this site and show (non-) personalized ads. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Click below to consent to the above or make granular choices. Your choices will be applied to this site only. You can change your settings at any time, including withdrawing your consent, by using the toggles on the Cookie Policy, or by clicking on the manage consent button at the bottom of the screen.
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes.
The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
I think it’s a successful evolution. But then, I’m just happy they didn’t call the place Peqod (https://en.wikipedia.org/wiki/Starbucks#Founding).
Terri Stone
Editor in Chief, CreativePro.com
It looks to me like all they’ve done with each successive change is to zoom in closer and closer to the Mermaid’s face. Because the brand is so well known, they can simplify, simplify, simplify, and still be easily recognizable.
Removing the word “coffee” is so cliche, though. The major brands have been doing this for decades now. They remove all traces of “product” so the brand can stand for the only thing really care about… PROFITS! Yes, I’m a bit cynical.
Ken Hutchinson
Graphic Designer
All I can think of now when I see the logo sans the Starbucks name is “tuna”. :(
Personally I identify their “brand”, be it coffee or otherwise, by the text surrounding that image… just having the mermaid image alone people will say “which company is that?” They could have just filled in that inner circle with anything and left the circle text, and people would still know right away who it is. Just my 2 cents. Off to Dunkin’s now ;-)
That’s why one goes into business, after all. We demonize the oddest things in this country… but none more absurd than the stigma we seem to attach to being successful. Maybe if more folks put as much energy towards being successful as they put towards loathing those who are, we’d be in a better position.
As for the logo, I think they are being very presumptuous to assume that their logo iconography is strong and recognizable enough to stand alone without accompanying text (a la Nike, Apple, etc.). While this may be true to folks who are already customers, I don’t feel that would apply to those who don’t spend $6 a day on a venti something-or-other.
Which would not be me, I find their coffee to be pretty darn lousy.
My $0.02, adjusted for inflation.
Not a big fan of Starbucks -though I must admit Christmas isn’t the same if I don’t get a chance to guzzle one of their gingerbread lattes! But I always liked their logo.
I think the change is all right – it keeps what appealed to me in the old brand and loses what was ‘meh’. I might grab a t-shirt or mug with the wordless brand where I wouldn’t have with the old imprint.
The Starbucks logo that I identify is the green donut with type Starbucks inside. I don’t even recognize the fish, I mean, mermaid.
“We demonize the oddest things in this country… but none more absurd than the stigma we seem to attach to being successful.”
I never said there is anything wrong with being successful. I just don’t believe that profit should be the ONLY thing that matters. Maybe this wasn’t the place to say that, but let’s face it, Starbucks is pretty shameless about squeezing every last drop out of the people they call customers.
Ken
Why simplify your icon logo when it is as beautiful as the original. They might as well have gone the acronym route and called themselves SCTS. Doesn’t that sound appetizing? I feel that an older, more detailed logo like they had tells the story of quality and service that has stuck around for a very long time because their product is the best on the market.
I’m not sure I like it. I want to think of a warm, inviting, and cozy place when I think of coffee shop and I think that Starbucks has done that with it’s interior space and the past logos evoke more of that feeling, but this logo does not say that to me at all. It’s cold, and the brighter green adds to that coldness.