Starbucks Logo

I think pretty much everyone reading this knows about Starbucks.  They are probably the most famous coffee shop in America, and they have a huge number of fans.  They make good coffee.  And other stuff, too, like double chocolatey chip fraps. :)

They are my favorite.

But onto more design-related things...

Recently, Starbucks has announced a re-design of their logo.  Here is a graphic from their website that explains the changes their logo has gone through over time.

The 1992 logo, the one on the bottom left, is the one we're all used to seeing.  It's clear, bold, and Starbucks is recognized by it.  I like the bold typography and the familiar feeling this logo has.

The new 2011 logo is way different.  The most notable thing is that the words "Starbucks coffee" are no more, and the mermaid girl, called a "siren" is the main and only logo component.

I've got to admit that I think the siren is a little strange.  I might be missing something, but what exactly does she have to do with coffee?  I understand that she has been an important part of Starbucks' identity, but I'm just not sure I like how hugely prominent she is in the new logo.

Starbucks cups over time.

However, I think there are some very good things about the logo re-design.  I think Starbucks was on the right track when they made the switch.  They didn't nail it just right, but they were close.  Here's what I think they did well at.

• The simplicity.  While I like that there is typography on the old logo, it was too cluttered with multiple colors and the border around the edge.  Trimming down was a good plan.
• The modern look.  It's hard to deny that the new logo definitely looks more updated and less traditional than the old one.  But then again, modern isn't always the key.  Only time will tell whether this logo is classic or simply trendy.

But even with those good elements, I think they might have taken the "trim-down" a little too far with this logo.  I think it would have been helpful to keep the text on the logo for purposes of identifying the company.  The siren is iconic, but no more iconic than the name "Starbucks."  I think using the icon and the name together would pack more punch - and that may be what Starbucks does in the application of this logo.  I'm just not sure.

What do you all think of the new logo Starbucks has announced?  I'd love to know your thoughts!