The first reactions has calmed down since Starbuck's released their new logo version. I am not going to make any in depth study about this change, except for expressing this as a change that makes sense from my point of view (in contrast to the Gap's logo change that I wrote about last year). I believe Starbucks have made some correct choices being a company operating on a global market where a strong universal visual impact may be more important than a written slogan or company name. With this overview of Starbuck's logo history it is also interesting to see how the mermaid is moving "closer". From being a small decor element on their first logo to becoming the symbolic value of Starbuck's itself. Another aspect, the green color is unchanged which I believe points to their decision of the color being an important part of the recognition effect. By the way, do you know the mermaid of Seattle is deemed to be inappropriate for Saudi Arabia and is replaced with only the crown floating on the sea surface ? (basically it looks like she drowned). But that is a totally different discussion....
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