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.
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totally agree. I miss the ring.
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