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Cool coffee logo plays it safe

New Starbucks Logo You’d really have to work hard to be upset or offended by the new Starbucks logo, announced January 5 and seen at right. Existing fans of the brand (and given that coffee is a physically addictive product, there are some rabid ones!) can see the change as a vindication of the existing brand identity. The siren symbol, the circle and the color green are so universally acknowledged that you don’t even need the words “Starbucks Coffee” anymore. It joins the ranks of such company symbols as the NBC peacock and the Heinz shield that can stand alone without words.

Or in a better example, the McDonald’s golden arches. Because let’s face it, Starbucks is McDonald’s and McDonald’s is Starbucks.

— By Daryl Lang. Filed under Logos

One comment

  1. stati says:

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