I love Starbucks Coffee. Let me say that first. I've been a loyal Starbucks customer for years. I go there (at least) 5 times a day during my morning commute. I own Starbucks branded mugs and maybe a few other things. So, today when I learned that Starbucks is planning to upgrade their logo, I was a bit shocked. 

But, I must admit, after my initial shock, I quickly grew to like the updated logo. This update is contemporary, but true to its origins. Not only is the very recognizable siren free of the ring containing the name "Starbucks Coffee" but she has also adopted the "Starbucks Green." It appears that there are subtle adjustments to the siren's features as well. 

The new identity is, admittedly, hard to swallow at first, but it does bring more attention to the siren, who, according to a blog post at starbucks.com, is "is at the heart of Starbucks," without sacrificing brand equity. She has been through changes before, and while this is the least drastic of changes to her specifically, this is the first revision of the logo to do away with the out ring and the company name. And let's face it, the name as part of the logo isn't necessary anymore, as Starbucks doesn't just have coffee drinks. They have teas, fruit-based smoothies, pastries, and other merchandise that make them much more than coffee shop. The dropping of "Starbucks Coffee" from the logo leaves open the potential for non-coffee Starbucks brand beverages. For a company that has has struggled in recent years, it is clear this logo is part of a much bigger strategy to build the company.

So, yes, it will take a bit of getting used to, but overall I like the logo revision.