Starbucks New Logo

Today is Starbucks' 40th birthday, and with it comes the official roll-out of the coffee chain's new textless logo. You may have heard this was happening. Along with the new identity, Starbucks is celebrating with something called "Tribute Days." This Thursday, Friday and Saturday, you can get a free "Starbucks Petites" treat when you order any drink between 3 and 5 p.m. (The Petites, also rolling out today, are small sweets—which somewhat clashes with the chain's new theme line, "It's bigger than coffee," but never mind.) There's also a new Tribute blend of coffee. As for the new mermaid-heavy logo—is it growing on you at all, or should it still be thrown back in the sea? Via Brand New.

I believe that this is the perfect time for Starbucks to re-brand their logo. There is clear insight behind this new promotion for their 40th anniversary--it focuses on the consumer and giving back to them for their loyalty for 40 years. When a company like this often faces criticism for high prices, this is a great way to show that they give back. With that, as consumers, we are more willing to accept their change and growth (with a new logo), especially because it still fits Starbuck's organic theme from previous years.

They have done something like these Tribute Days every year, and frankly I don't think it has anything to do with their new logo. I also don't think the mermaid does anything to reflect Starbucks' as a brand because until the talk of the new logo I had no idea nor paid attention to what was in the middle. They have not emphasized the mermaid as a part of their brand, and frankly I don't see how it correlates. Their logo just lost a lot of brand value in my opinion. Click Here!