The new logo is meant to celebrate the company’s 40th anniversary. “Throughout the last four decades, the Siren has been there through it all,” Howard Schultz, Starbucks’ CEO, wrote on the company blog. “And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.”
Some of the comments on the blog praise the new logo, some don’t (a “gold card user” called whoever took the Starbucks name out of the logo a “bonehead”), and some used the logo as a segue to complain about other things. Your thoughts?
After the jump, Schultz explains the new logo in a video.