Starbucks officially switches to its new logo

Headshot of Tim Nudd

Today is Starbucks’ 40th birthday, and with it comes the official roll-out of the coffee chain’s new textless logo. You may have heard this was happening. Along with the new identity, Starbucks is celebrating with something called “Tribute Days.” This Thursday, Friday and Saturday, you can get a free “Starbucks Petites” treat when you order any drink between 3 and 5 p.m. (The Petites, also rolling out today, are small sweets—which somewhat clashes with the chain’s new theme line, “It’s bigger than coffee,” but never mind.) There’s also a new Tribute blend of coffee. As for the new mermaid-heavy logo—is it growing on you at all, or should it still be thrown back in the sea? Via Brand New.

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@nudd Tim Nudd is a former creative editor of Adweek.