The new branding effort by Starbucks’ in house team has removed both ‘STARBUCKS’ and ‘COFFEE’ from their familiar green logo. Seems they are trying to be in the same league as Target and Nike. This may not be such a big deal with their cafes where enthusiasts gather, but it will be a very bad deal for their products on grocery store shelves.

The green twin-tailed mermaid now looks to us like a cruise line logo.

Do you think it will have any effect?

by don scott | 05. January 2011 | branding, design | Comments (0)