Words Just Can't Express Starbucks New Logo

Starbucks, which marks its 40th anniversary in March, will be rolling out their new "worldess" logo nationwide this spring.  It's been 20 years since they have changed their logo and its being received with both positive and negative reactions. Its not a surprise that some people will resist the new logo, but I think they will eventually come around and see the mermaid, err, the light.  It's actually a smart move by Starbucks to drop "coffee" from their logo, it will provide a more cohesive brand for innovations, new brand extensions and new distribution channels.

Starbucks svp of marketing, Terry Davenport, explains the companies decision:

Obviously with a brand with such a huge profile as Starbucks, we approach this change very sensitively. We actually explored a very wide range of options, and when we stood back and looked from afar as well as looked close, we all unanimously gravitated toward the images that freed the siren from the word mark. We really took inspiration from companies like Nike where at one point they separated the word 'Nike' from the swoosh in their logo. This allows us to bring our identity to life anytime and anywhere.

Starbucks' logo timeline: