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Simple Starbucks

I’m happy to see Starbucks has rebranded. Despite being an evolutionary change, it’s a radical, bold move. Gone is the name, gone is the classic, cramped feeling common to companies that feel more is better and make their design choices by committee. I admit I will miss the current logo, with the bold type in a circle, hugging the center design. BUT, how often does anyone even notice that center design? The siren could be replaced with a picture of a tree or and no layman would blink an eye. This new logo strips away that which is truly, visually unnecessary, and focuses upon that which is important to their hearts. Far be it for me to hazard a guess as to what the siren has to do with coffee, but she’s been a lucky lady for Starbucks. It’s time she came in focus.

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