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With the unveiling of a new logo this week which features the brand’s iconic mermaid image sans the company name, or any words whatsoever, Starbucks Coffee has finally joined other luminaries such as Nike and Apple in attaining corporate identity nirvana—and it only took them forty years to get there. I’ve had more than one client over the years who had trouble accepting that a few hours and a few hundred dollars (or even if it were a few thousand, for that matter) for a logo design couldn’t exactly guarantee them a comparable level of branding gravitas right out of the gate.
With much debate out there regarding this new logo . . . I love it. Change is not something that comes easily and most always comes with resistance. I'm excited to see where and on what new products this mark appears on this year.
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