Call of the sirens heard over new Starbucks logo

Bitterwallet - Starbucks logo change

Half of you won't care. The other half of you will be semi-regular Starbucks customers and will raise an eyebrow at the news. There'll also be an impossible fraction of avid readers who sign the Facebook petition that'll inevitably appear in the next 24 hours.

After nearly 40 years in the business, the Seattle-born coffee maker has its eyes on the prize. And that prize is the McDonald's golden arches. Or to put it another way, Starbucks want a brand that doesn't need translating while they pursue world domination over the next four decades.

And so a new Starbucks logo will begin appearing on your cup of corporate coffee, one that removes all mention of its own name. That's a brave move, but there's a need for a ubiquitous brand if Starbucks want to pump over-priced drinks into every country: "Our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers."


  • Nick T.
    Blah blah blah. Is there an element of king's new clothes about all this? Starbucks aim for world dominance yet their coffee is standard American dishwater. Oh yes it is, and the Australians agree, given that Starbucks retreated from the entire market. Big shout out to Caffe Nero for the best cuppa.
  • PokeHerPete
    Its not bad, I like it. However I its funny the amount of bullshit marketers say. “Our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.” LOL, just LOL.
  • Alexis
    Looks fine to me.
  • Dick W.
    I've never really got their logo anyway. To me it looks like it originated (see left most pic) as a woman pulling her legs behind her neck to display her wares, in a fairly standard porno pose.
  • Maude
    It's a mermaid, Dick Wad. And she did used to have her baps out, but they censored those a while back. Nick T: Nero does make a good cup but I wish they wouldn't insist on making all their drinks with lungo shots.
  • Gunn
    Might backfire on them, the green and black circle is what I believe stands out, once its just green I dont think it will work as well as its not as simplistic as the golden arches. They might as well have made a big green S.
  • Milky
    Gutted, the logo was classic & shouldn't have been messed with, looks like i'll have to half-inch some mugs whilst they're still decent! Marketing wankers.
  • Top T.
    “Our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.” Straight off
  • Mark C.
    Fail. The green circle and font, with black in the middle are what make the logo stand out. Divorce the image from that, and I doubt many people will really register - the mermaid has been so badly blanded out over the years that it's not a distinctive enough brand image on its own. Personally I'm still pissed off that most of the Coffee Republics have closed down in recent years - there was a serious rocket fuel cup of Joe.
  • Sloth
    Get a life. it is a logo for a multi-national. Who gives a shit?
  • Marketing W.
    @ Sloth. I do: I get paid for this bollocks.
  • Andy247
    Like the 'murderer' from the Green Mile, only not spelled the same.
  • DragonChris
    It's a mermaid? Never realised that. Not that I give 2 shits about Starbucks, but their logo was very distinctive - the "new and improved", unbranded logo = epic fail.
  • PJH
    Mermaid? No it's not a mermaid. Mermaids only have one tail - this is a siren - it has two 'legs.' Even TFA mentions sirens.
  • Joff
    BBC says it's a mermaid with two tails - FIGHT!
  • Jim Y.
    Changing logos is dangerous once you have recognition. I do not like the new logo and if you look at the progression it looks like they just keep getting closer to the mermaid vignette. What next just her eyes? The contrast is gone with the black removed and it is not nearly as appealing or catchy as the old one. That said the thing they sell is coffee. They pioneered the 2$ cup of coffee, and made the coffee house edgy and cool. But they over sold them self and now I would not pay for the bitter crap they call coffee. I avoid Starbucks unless I really need a cup and there is nothing around. I personally look for small chains or single coffee houses that are locally run with a local flavor. I also do not buy Starbucks coffee in bag form, I buy from local micro roasters and get better service and a much much better product. Starbucks has tried to ram the uniqueness of a local coffee house with the one size fits all corporate mentality. I do not feel the warmth of a small chain or single shop in the Starbucks coffee shop so I do not go. The one thing they do offer is you know you will receive the same mediocre product at any shop you go to. Larger chains like Penaras offers a bottom less cup of coffee where for 1.89 I can sit use the computer with out them trying to sell me some BS ATT card to get internet and I do not have to pay 2.50 each time I want a cup of coffee. I can just go and refill my cup at my leisure and drink it down at my pace. Starbucks has become the coffee Disney World, stand in line wait and pay for every breath you take. Did you like the tea cup ride? Did the Niece or grandchild like the tea cup ride, get in line again and pay 5.50 for a .15 cent coke while you wait. I boycott Starbucks because I can tell when a company is just trying to figure out how to get that last penny out of me before I walk out the door. What next tithing? Will they send a Starbucks person in apron with the new logo and a basket to hold in front of us for offerings to the Starbuck gods? Not for me. There are too many places that offer way more for a lot less. I have never been brand loyal and I always thing of the movie a Bronx tale where the kid was upset that the umpire made Reggie Mantle cry. He was told what do you care that Reggie Mantle cried? Do you think Reggi Mantle will cry when your dad can not pay his rent and your family is kicked in the street? Reggie Mantle does not give a ratsass about you so why should you care about Reggie Mantle? If a company offers me a service that is priced right and I like it, I will buy it. I will not pay just because its a Ford, or Chevy or because it came from Versaci. I buy because I feel the product offered is of a price to value that I am getting what I pay for. This idea of people buying on brand loyalty is what the corporations want us to think. This is what got us [one of the many things] into the mess we are in now. People buying because everyone else is buying a home in Florida for 280k when its worth is only 80k. Think for your self and do not get caught up in brand loyalty unless you really like the product not the illusion of the product. A 400 pound woman does not put on versaci perfume and become a super model except maybe in her head.
  • Maude
    @PJH: you are quite right. It is a siren, ie. a mermaid with two tails - but not the winged siren of Greek mythology. From a recent blog article: '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.''

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