Oh no they didn’t!
Starbucks announced yesterday that to mark their fortieth anniversary they are to change their (up until now) instantly recognizable “Siren” logo. They say:
“Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.”
Before I drifted off reading that load of corporate-speak crap – core values indeed – I saw that they’re calling this complete change of nearly every aspect of their logo “a small update.” Seriously? This change renders it almost alien. You’re not quite the Golden Arches of McDonalds yet, Messrs. Starbucks; you still need your name for us to know who you are.
Also: green + white = healthy. Starbucks is supposed to be a naughty treat. Would I drink anywhere near as much coffee as I do if I thought it was good for me? Do you know me but at all?
I really don’t like it. Will I stop drinking their coffee? No. But will I stop buying their logo mugs? Yes, definitely. And if you knew how many Starbucks mugs I have, you’d know that this shiz is serious.
It’s just as well really that my brother got me this lovely set of white Starbucks mugs for Christmas with the logo the way I like it: recognizable.
Now how cute is my little espresso cup and saucer?!