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It sucks.
They announced a new logo where they would be ditching a mermaid with a star above a moustache.
Then, they confirmed that the logo would be phased out in the USA. International countries will have the old mermaid logo still in use.
Submitted 2 years ago by Whopper1
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From a design perspective, it's risky to do a rebrand this extensive. The mermaid (or siren, for the pedantic) is so tied to the company's identity that ditching it seems counterintuitive. The new logo isn't memorable at all. It's going to be interesting to see customer reactions once this rolls out. I'm expecting a lot of backlash and a potential 'rollback' in a year or so when they realize the mistake.
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This seems like a bizarre strategy. Starbucks has global recognition and that mermaid is at the heart of their branding. Removing it in the US while keeping it elsewhere is only going to confuse customers. Are they trying to cater to a new demographic or something? I'm interested to see what their justification is and how this plays out in sales and public perception.
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They are replacing the mermaid by a star above a moustache.
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Long time branding geek here, and this...well, it's puzzling. Companies like Starbucks build their reputation on a set of values and visual identity. A mermaid symbolizes the seafaring history of coffee and its journey to us. The new logo? Misses that heritage entirely. And while brand evolution is key, this kind of pivot needs to be rooted in something more substantial than novelty. From a market standpoint, sure, a redesign can reinvigorate interest, but at what cost? It's a gamble, one that might dilute their strong brand recall. Let's see how it unfolds.
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