Comments

1
What agency did the redesign?
2
They just keep zooming in. The next one's going to be just her nose and mouth.
3
Is this what postmodern-deconstruction has led to?
4
I think any company able to move to a logo that recognizes the brand is so ubiquitous they don't need the name on it any more.... well, I don't like Starbucks and I don't like Schultz, but he must be feeling pretty great about this.
5
Starbucks; now for illiterates.
6

I'm waiting for the design-snobs to take this and RUN with it.
7
Nah, Fnarf, next it'll just be the tits...

But gus, not even their soft, chewy ginger cookies??
8
I don't see where they get off calling this "new."
9
PS Would have preferred a black band around the green design.
10
I still say their tower over SODO with her eyes peering down is like the Eye of Sauron.
11
That logo, in any of it's iterations, has never made any sense to me. I mean, a mermaid only has one tail, right? This one is spread eagle, holding it's two tail-feet behind her head. Strangely sexual. Maybe that's the secret of their success?
12
Bring back the mermaid tits.
13
John Ashcroft would approve.
14
Instead of fucking around with their logo, perhaps they should learn how to make decent tasting coffee?
15
Who needs a video for a fracking logo?

I mean ... seriously.
16
@12 for the Mudede win.
17
My take on it is they're trying to distance themselves from the Starbucks brand by removing the name from the logo. Along the same lines as the Stealthbucks "community coffee and tea" shops on the Hill that are devoid of any explicit Starbucks branding. They know their own name is their worst enemy.
18
Along the same line as 17, Seattle's Best has been owned by Starbucks since 2003.
19
@17 They're pulling a Comcast/Xfinity?
20
Agreed @9. It looks unfinished to me.
21
Go back to the original and teach your baristas and roasters how to make real coffee.
23
As a non American, I'm going to give you folks some much needed criticism:

- your coffee sucks
- the absense of cafes serving real coffee sucks
- vulgar tacky mega chain franchises like starbucks are not the solution
- boycott starbucks and get yourself some indpendent cafes like the rest of the world has. It's not that hard is it?
- getting take away coffee in a disposable cup defeats the purpose of the cafe, which is to sit down and talk with people. Cafes can only justify high prices if you're getting an hour or so of 'sitting around chatting' time on their premises, otherwise it's a rip off.
- disposable cups are a waste of scarce resources, and are ugly even if they have a lady picture on them.
- get some class americans! if Seattle can't get the cafe thing right, what chance has the rest of your country.
24
@11: not a mermaid. It's a baubo siren. She's doing a prehistoric goat.se with her (missing) vulva.

I'm still waiting for the Onion's report of a Starbucks Phase 2 to commence.
25
@23: You should ask The Stranger to hire you as an intern. We could have a lot of fun with you.
26
@17, I think you're onto something. God, how I hate this company.
27
23, this may be shocking for you, but sometimes people like to drink coffee even though they dont have time to sit and chat for an hour. Maybe they would LIKE to sit and chat for an hour but they have to go to work. Because they dont get friggin months off at a time, because this isn't freakin' Europe. I find that all too often 'class' involves having a great deal of expendable income.

Also, there is absolutely no way to prove that take-away cups are a misallocation of scarce resources. Have you considered the energy required to produce and wash ceramic cups?
28
Canuck, I will admit to admiring Starbucks' Clover process, which Portland's Stumptown used to have too. A cup made properly with that will take the top of your head clean off.

And I do respect the smoldering anger of their baristas, furiously awaiting the improvement of the job market so they can get the hell out.
29

Let's face it.

No one on this blog is going to like the Starbucks logo until they put a Mer-dude on the other side...

30
@23, as an American, I'd like to give you some much-needed counter-criticism.

Your asinine, sweeping generalizations make you appear ill-informed and pretentious.
31
@23 independent cafes exist, you just never hear about them because, durr, they're independent. Walk around Seattle for awhile and you'll hear about Caffe Vita and plenty of other great places that barely have a handful of locations here in the Puget Sound, if more than one or two at that.
32
People hating Starbucks for not serving 'real' coffee is like hating McDonalds for not serving fillet mignon.
33
@23, I'll bet Starbucks makes up considerably less than a quarter, probably less than ten percent, of the coffeehouses in Seattle. I don't know in what bastion of moral superiority you currently reside, but I'll bet there are more independent coffeehouses within a half-mile of where I'm sitting than within a similar distance of you.
34
Mmm, Tully's ...
35
new logo aside, who let Schultz sit slumped over on that stool looking like a scrawny old man? yikes!
36
@11:

Mermaids traditionally come in both one and two-tailed varieties; the original $BUX logo was based on an old woodcut from the 17th or early 18th Century IIRC.

@17:

That sort of jibes with what I've been hearing from my friends who work there. $BUX isn't just about coffee anymore, but they're apparently trying to sell the brand as an "experience" that goes beyond simply pushing over roasted caffeine beverages, and so they're de-emphasizing the coffee part by eliminating both that word as well as their very name, which the suits spent so much time essentially making synonymous with "coffee". It's rather like, when your brand becomes so big you don't even NEED words to identify it - think Chevy's "bowtie", McDonald's "golden arches", or NBC's "technicolor peacock", just to name a few. Anyone seeing one of these immediately knows what company it stands for, which from a multi-national perspective is ideal, since it eliminates any sort of translation requirement on the part of the viewer.

And Jeebuz-on-a-Ritz-Cracker @23, you literally cannot swing a dead squirrel in this town without hitting an indie coffee shop. Maybe you should try getting out of the youth hostel or wherever you're holed up and check out what's going on outside of the twelve block radius between you and the bus station.

(And P.S. the absolute WORST cup of coffee I've ever had in my entire life was in Paris - and NOT at a McDonald's, so KFO.)
37
gus, the baristas' moral superiority is one of the best things about the place! I like to buy a pound of coffee, ask to have it ground (I know! but I'm lazy sometimes...) and then say I don't know what kind of coffee maker I have. "Oh, just grind it any way...middle of the road will be fine." There is one girl who just freaks out, and I get lectured by a 20 year old with face hardware, black fingernail polish, and 42DD breasts...it makes my day.
38
@37- I always love to tell them "I use a press, but I want it espresso ground." Every once a while the barista just wets themselves.

It makes damn good coffee that way.
39
@11 @36--The Starbucks logo is not a mermaid...it is most definitely a siren.
40
Is Starbucks distancing themselves from "STARBUCKS"? Or from "COFFEE"?
41
I sorta like it. They are so big now they don't even need to say Starbucks - the green & mer-person does the job.
42
Holy crap! As has already been written, they (whoever they are) didn't change a thing but take out the words and enlarge the inner image.
43
I may be gay, but even I can see the little man in the boat.

Subliminal seduction forever!
44
@1: Starbucks has an internal creative dept. but works with outside agencies like Creature. Creature did the Seattle's Best Coffee redesign a while ago. I'm pretty sure Starbucks did the "redesign" in-house (redesign meaning altering the old logo in a way most people will barely notice), but for such an "important" (not important at all) decision, they probably hired outside consultants to "study" (make up bullshit) how this would increase their profits.
45
@38 "It makes damn good coffee that way."

The grinding part, or the peeing part??
(...or both? just so you know, I am not into that...)
46
i just ate another pound of beef jerky

and: the colors aren't reversed.
47
46, I spent like...a full 10 seconds staring at the logos, trying to see reversed colors. The colors are not reversed.
48
Grinding, peeing, 44DD...Canuck, you can make anything spicy, even a visit to Sbux.
49
@46, 27 - Okay, yeah, not really reversed. I meant the siren was brown before, and the circle was green, and now the siren is green, and the circle is gone (but not brown). But that was too long, so I wrote reversed.
50
@39:

The sirens of Greek mythology were crosses between women and birds, NOT between women and fish; it's a common mistake, I think because the Romans later changed them into aquatic creatures. But, Ovid in The Metamorphoses describes them as having wings, not tails.

The two-tailed mermaid, again IIRC, was a fairly common motif in both ancient Greece and Crete, and was also used in medieval heraldry, particularly in France/Burgundy region (from whence, I believe, came the source for the original $BUX logo). But, regardless, she's definitely referred to as a mermaid and not a siren.
51
You say Mermaid and I say Merwoman.
52
http://www.deadprogrammer.com/starbucks-…

Just adding a good link re: OMG TWO TAILED MERMAIDS
53
What is the use of a day, gus, if we are not able to inject a little innuendo and cleavage into ordinary situations? Why, just this morning, as I was editing Mr. Canuck's computer model programming guide, in addition to "colon, not semi-colon," and "anthropogenic edge density should have caps", I wrote "needs more cock!" Sadly, he generally ignores my best editing suggestions...
54
"Merperson"
55
@2 - They are zooming in, but not on her face. Eventually, her boobs will be visible again, and as the logo zeros in on one, it will become clear that her nipple is the original logo.

And on and on it shall go forever into infinity.
56
I just want to know if this change will increase or decrease the number of copyright lawsuits that Starbucks brings against orgs like the Rat City Rollergirls, since it seemed that most of their design infringement accusations were about the word placement in/ring around the logo.

Also, boobs on mermaids make everything better.
57
I've progressively disliked each new redesign...
58
Meh. It's a big deal to get rid of the name Starbucks? To their credit they didn't fuck with it like they did with Seattle's Best Coffee. The new SBC logo looks like they copied Maxwell House or the blood bank.
59
He's lucky to have an editor like you, Canuck!
60
I will pass along your sentiments, gus, thank you. It helps to have as many people on my team as possible when I try to promote the "smut/technical guide" combo.
61
Lame, sexist
62
I love Starbucks. Maybe it's because I don't live in the US (or Europe) and can't afford to be a freaking snob. God, just listen to some of you.
63
@30, @31 & @33....

Ok. I stand corrected. Me tourist - You locals. And I only visited Seattle briefly once. I

And yes, I saw more independent cafes in your town than any other North American city. I admit that. And I did hang out at Cafe Vita, and was pleasantly surprised by the number of nice little independent joints around capitol hill, and yes, I didn't go much further than Capitol Hill, Belltown and Bellard, so I'll look further next time, but I've counted over 30 starbucks joints in and around Seattle.

There's no snobbery required to comment that a mega corporation like Starbucks getting its greasy paws into some of your best real estate there is a threat to the character, atmosphere, identity and economy of your city, and the more people tolerate them the more likely they are to squish out the independent cafes with their mu$cle.

Not shopping at mega chains is about not letting soulless mega corporations colonise your town. I say this stuff cause I care, because I love Seattle. I'm just an Australian for fuck's sake, I criticise my own city more than yours. I'm only here criticising you for your tolerance of Starbucks because I think they're a threat (even if they are from Seattle in the first place) and if you let them, they will make your city look like every other North American city.

64
Looks like the 1992 mer-whatever has her eyes closed a bit in self-satisfaction, but the 2011 version has her eyes open again, searching for new prey to seduce and consume! Beware!!
65
14, 21: Some people like Starbucks coffee. Real, black, unadulterated coffee. Deal with it.
66
Having worked for the evil ones for a number of years before they completely lost their damn minds (VIA anyone?), I will say that Howie's numerous and all completely incomprehensible videos would always make my week. Plus, his interview on what I think was Dateline...priceless.
67
. The change does and remove the fake 19th century flavor out by removing the border allusion to old graphics.Who cares, it's not like Starbucks has a soul to lose
However the new reminds me of what happens to Salmon when they finally make it back to their source and rot to fertilize the woods. The new logo makes the mermaid look like SUV roadkill on a Northwest Mountain; a face between tread marks.

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