Hold onto your cups! Starbucks revealed a refreshed version of its logo today to celebrate its 40th anniversary, notably, with all text denoting this as "Starbucks Coffee" dropped from the image. As CEO Howard Schultz explains in this video, the siren has been at the heart of the brand for four decades, so it was time to give her a promotion:
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.
Will the citizen design police who took down the Gap's new logo be angered by this redesign? It's unlikely, since there's really no significant change besides losing the type. But the decision to put the spotlight on the siren—who used to have nipples, by the way—as a kind of iconic character instead of the words "Starbucks Coffee" is interesting. Are the siren and that shade of green so universal, so recognizable, that you'll just know it's Starbucks? Or are they really trying to make us forget the name—and the hyper-globalized brand, and all the baggage that comes along with it—and just think of them as our friendly corner coffee shops?