Call of the sirens heard over new Starbucks logo
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."