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Jan 5, 2011

News: Starbucks - New Year, New Logo

Citing brand evolution and marking their 40th anniversary, Starbucks is doing away with the text and green ring of their logo and focusing on the siren graphic alone in their new logo.

Like the Nike Swoosh, you're supposed to just automatically identify the distinctive Siren with Starbucks; the next step in Starbucks brand identity. I don't know about that though, it's pretty ornate for a logo and the Nike Swoosh is simpler and more easily identifiable.

But time will tell I suppose. The old logo is probably the one most identified with Starbucks since it's the one used when they went public and started their huge expansion. I think the font, the ring, and the words are more commonly associated with Starbucks than the Siren.

I don't think many people would even bat an eye if they kept the ring and text and replaced the Siren with another image (see the parody cup below). Feel free to chime in with your own thoughts. I'm curious to know what people think of the new logo.
You'll start to see the new logo and updates to Starbucks locations in the spring.


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