Starbucks New Logo: What's the Story?


We’ve seen a few logo redesigns this year.  Some of them were brilliant, taking the company image to the height of cutting-edge cool, and others went bust in a matter of weeks.  Starbucks joins the crew of companies looking to upgrade their image.  Such a move isn’t new to Starbucks.  Since the inception of the company, their original wood-carving-inspired brown logo has been upgraded and altered to become the black and green symbol of a coffee goddess that we know and love today.

So, what does the new logo look like, what’s the story behind it, and will it stick?  We’d love to hear your feedback!  Join us after the jump to check out the new look for Starbucks, hear some of the history behind the new logo, and leave your own two cents on the matter. 

The new, wordless Starbucks logo arrived alongside several changes to the Starbucks company.  CEO Howard Schulz has called for a return to the companies roots, adding a new Pike Place roast coffee to the menu, and redesigning the logo to reflect the original look of the Starbucks siren. 

For more details on the history of the Starbucks logo, check out the Serious Eats article, “The Changing Face of Starbucks.”

So, what do you think? Love it or loathe it?  Is Starbucks on the right path to reinventing the company?  Let us know in the comment section below.

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