The Homa Files

STARBUCKS !

Remember when Prince decided to chuck his name and start going by a symbol ? Many folks thought it a bizarre move.

Apparently Starbucks thought it was a stroke of brilliance.

The Seattle-based coffee giant unveiled a simpler logo (below) that no longer includes the green circle that says “Starbucks coffee.” The iconic mermaid inside the circle is now larger

The company says the move is preparatory to it becoming more of a consumer packaged-goods company.

“Even though we have been and always will be a coffee company and retailer, it’s possible we’ll have other products with our name on it and no coffee in it.”

Already, the move has generated some backlash.

Some folks have accused the company of arrogance for losing their name … others think the mermaid is sexist or sexy – a blade that cuts 2 ways.

http://online.wsj.com/article/SB10001424052748704405704576063940765196656.html?mod=WSJ_hp_MIDDLENexttoWhatsNewsThird

This entry was posted on January 12, 2011 at 6:12 am and is filed under Mktg - Brandmarks & Logos, Mktg - Brands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.