Posted inOpinion

Starbucks Logo Goes Meh

Global coffee retailer Starbucks is turning 40 this year and they’ve announced a new logo to coincide with the occasion. Looking at the sweep of logos from the original topless two-tailed mermaid — though the company often calls it a siren — that appeared on cups at their first store in Seattle’s Pike Place Market to the more modern version, I can’t help but notice the march towards abstraction and a less coffee-centric brand. Gone is the word “coffee” and the color brown, and in its place is an almost Holiday Inn-like bland greenness that zooms in even closer on the increasingly de-nuded mermaid. What this redesign suggests is that Starbucks will continue to look beyond coffee and go more downmarket as it continues to grow.