A new year, and a new major corporation is changing its well-established logo. Starbucks just introduced their transformed logo for the next phase of the coffee giant's life, and I'm wondering where the coffee went. Yes, yes, I know the mermaid has always been there. As "Starbucks" comes from Moby Dick, the Seattle-based company wanted to continue the marine-theme with the twin-tailed mermaid, yada, yada, yada. But now without the words "Starbucks" and "coffee," I'm not sure what I'm going to be served when I walk into the mermaid store.
And that might be the point. After 40 years (really?) the CEO of Starbucks is talking about taking the company in other directions. To which I say, be careful about spreading yourself too thin.
You do coffee really, really well. Your baked goods? Not so much. I might find myself heading to Dunkin' Donuts if Starbucks gets too off the mark and their coffee starts to suffer. You know, like if they start selling schooners at the bar.
If the logo is any indication, you can sit back and watch your neighborhood be transformed as a Starbucks pops up on every corner selling the following:
- Cruises to the South Seas
- Classic literature with a sea-faring bent
But hey, at least it's not as bad as the GAP logo.
What do you think about the new Starbucks logo?
Image via Starbucks