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Home > Blogs > The Lounge Lizards > Archives > 2008 > May > 19 > Entry
Any thoughts on the new Starbucks logo?
Starbucks has unveiled a new logo that has lots of folks talking. It’s undeniably the big brand news of the day. Switching its branding from the familiar color green to a muddy brown color and featuring a mermaid that’s bare-chested holding two parts of her tail, the logo is said to recall the original logo Starbucks used when it was founded in 1971. Here it is:
There’s no doubt that the brand has been flailing — Howard Schultz took the reins back over as CEO in January and they’ve been introducing new products (the most recent Pike Place Roast) and gimmicks of late with limited success.
It feels like a step backwards for a company that has always seemed to be more imaginative and forward thinking … Schultz has been vocal about wanting to return Starbucks to its successful roots, but this is extreme. And check out this replica of the original store that’s in New York’s Bryant Park (click on the top corner that says tour the first store) … I can only hope they don’t decide to redecorate the stores too … talk about drab and boring!
Here’s a great story I came across about the history of the Starbucks logo. What do you think of this change? Do you care? Does it offend you? Do you think it’s a change for the better? My answer to the last query would be a resounding NO.
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Comments
By Billy
May 22, 2008 5:58 AM | Link to this
The logo looks worse than their coffee taste. They now serve one brew all day, and it’s garbage. Give me Boston Stoker or Winans over that burned roasted drek they serve at $tarbuck$By James
May 24, 2008 5:37 PM | Link to this
It looks dirty - both in the color and in the pose. Check out the sleek logo of my new favorite coffeeshop in Cincinnati, Tazza Mia (www.tazzamia.com). Their coffee is significantly better than Starbucks as well - fresh roasted in their store with a sweet flavor rather than the burnt taste of Starbucks.