Mermaid wins big in textless Starbucks logo

Celebrating its 40th anniversary, Starbucks is making the first tweak to its iconic logo in almost 20 years, ditching the text and accentuating the mermaid character. The company’s svp of marketing, Terry Davenport, explains the thinking to Adweek: “Obviously with a brand with such a huge profile as Starbucks, we approach this change very sensitively. We actually explored a very wide range of options, and when we stood back and looked from afar as well as looked close, we all unanimously gravitated toward the images that freed the siren from the word mark.