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Starbucks Won Me Back!


Starbucks is launching a new logo in honor of it’s 40th anniversary and will be the fourth time the company has changed it.  They are taking their name off, making the mermaid bigger, and taking her out of the dark circle.  She will be featured in a background of green.   Now I have to admit, I didn’t realize she was a mermaid, I thought she was the statue of liberty, she’s wearing a star crown, doesn’t that make more sense?   A star crown for star bucks?   I’ve just never paid much attention since I slam them. The cup doesn’t spend much time on the table.  It’s in hand, then in garbage.  The interpretation of their logo didn’t have a chance with cool, hand Shannon.

And how do you feel about this?  Don’t you somehow feel like you have a say because you spend soooo much money there?  I’m beginning to wonder if someone leaked it to them that I got my own frother for Christmas and have boycotted the place.  Maybe this was their genius move to get me back in there for a lifetime of purchases?  They increased the size of the mermaid because they found out that I’m a Pisces! I’m sorry about all you other Zodiac signs, you are S.O.L, but hey, there’s always next year.   Maybe in 2020 they’ll come out with a bull for all you Taurus’s. (Do you put an S on that?  Mmm.)

Whatever their move, their customer survey says, in general, their latte drinkers are not happy with the new change.  And it kind of looks a little generic to me without the words “Starbucks” and “coffee” on it.  Just saying.

But this is what the company is saying.  The new logo reflects better economic times, without all the budget restraints and handcuffs from the past few years.   “The Siren’s update is small but meaningful,” says there CEO Howard Schultz, “and is intended to further embrace Starbuck’s heritage.”   The Siren became part of their brand in 1971, at the early inception of the company when they were looking for a way to depict Seattle’s seaport roots.

“Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks,” writes company senior writer Steve M. “For people all over the globe, she is a signal of the world’s finest coffee – and much more. She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?”

Well, obviously no matter how hard I try, I can’t.  This is one Siren that’s won my heart over.   I’m not taking the frother back though, my neighbors would kill me!

I’ll take two skinny, venti, caramel, cappuccino’s.  One to slam and one for the road.

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I'm a entrapeneur, working-mom, fashionista, health freak and go-to-girl. I tell it like it is. I blog about family life, diet and exercise, traveling and fashion while raising a beautiful family and learning to laugh at the many twists and turns my daily life gives birth to....I'm also turning 40 nine months from today... let's see how this journey goes.

2 Comments Join the Conversation

  1. Great post! As much as Starbucks may think their brand is truly international….. I dont see any in South Africa. We have Seaatle Coffee, and they have that same New York Coffe Jargon that confuses the hell out of us laymen. Coffee is still absolutely fabulous.


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