New Starbucks Logo

Because our very own bisocosispopuli asked…

All I want to know right now is what you think of the new Starbucks logo unveiled today.



I drink A LOT of Starbucks beverages (seriously, Starbucks sends me love letters). Unfortunately, despite the insane amount of money I give them per annum, they didn't actually consult me on their new logo. What's a highly caffeinated and opinionated fellow supposed to do? Blog about it, of course!

I don't hate the logo. It's clearly a logical progression of their mark. As you can see, each successive iteration is more abstract, and this is merely the next in the line. It feels more modern, but it also feels obvious, and less interesting. They're banking on the fact that the mermaid logo is so compelling that they no longer need to have the name of the brand in the mark (see Nike, Apple). This allowed them to get rid of the bounding rings, freeing the watery tart from her confines. to me, this lack of encapsulation makes the logo feel 'floaty', and ungrounded. There are too many irregular shapes formed by negative space around the edge to keep it cohesive. The new logo isn't bad, it's just boring.

In this logo iteration, it's not even clear the figure is a 'she'. Over time, they've made the mermaid sexless. First, they got rid of her nipples, then they zoomed in on her face, getting rid of the obviousness of her saucily-splayed fin-legs. Despite the androgynation, her siren song is stronger than ever. More people queue up in the morning, only to have their hopes of good coffee dashed by the abomination that is Pike's Place Blend, compounded with a lack of a working Clover machine.

New Starbucks Logo

Because our very own bisocosispopuli asked…

All I want to know right now is what you think of the new Starbucks logo unveiled today.



I drink A LOT of Starbucks beverages (seriously, Starbucks sends me love letters). Unfortunately, despite the insane amount of money I give them per annum, they didn't actually consult me on their new logo. What's a highly caffeinated and opinionated fellow supposed to do? Blog about it, of course!

I don't hate the logo. It's clearly a logical progression of their mark. As you can see, each successive iteration is more abstract, and this is merely the next in the line. It feels more modern, but it also feels obvious, and less interesting. They're banking on the fact that the mermaid logo is so compelling that they no longer need to have the name of the brand in the mark (see Nike, Apple). This allowed them to get rid of the bounding rings, freeing the watery tart from her confines. to me, this lack of encapsulation makes the logo feel 'floaty', and ungrounded. There are too many irregular shapes formed by negative space around the edge to keep it cohesive. The new logo isn't bad, it's just boring.

In this logo iteration, it's not even clear the figure is a 'she'. Over time, they've made the mermaid sexless. First, they got rid of her nipples, then they zoomed in on her face, getting rid of the obviousness of her saucily-splayed fin-legs. Despite the androgynation, her siren song is stronger than ever. More people queue up in the morning, only to have their hopes of good coffee dashed by the abomination that is Pike's Place Blend, compounded with a lack of a working Clover machine.