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Starbucks, Minus the Coffee: New Logo Strips Down

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Your daily cup of store-bought Starbucks brew just got a little nekkid, thanks to a logo redesign released today by the global coffeehouse powerhouse. Like any lady reaching the big four-oh, it was time for a bit of a makeover. The mermaid is bigger, and, apparently, like most of the half-dressed Hollywood celebutantes who carry her around in their skeletal hands while the paparazzi pounce, so easily recognized she doesn't need to say who she is.

Starbucks has dropped all the lettering from the logo, and if this leaves you paralyzed with confusion (after all, it was enough work to nail the ordering lingo you need to master just to get your grande half-caf, percent, sugar free hazelnut, no foam, extra hot latte), as Gothamist points out, the coffee company is there for you: "[J]ust to show they're not being hasty, they walk possibly traumatized consumers through the change in a minute and a half long video on their website."

Why leave off the word "coffee"? The Wall Street Journal explains: "The updated logo reflects the company's new emphasis on selling Starbucks-brand products in supermarkets and other channels beyond its retail stores." So basically total world dominance, in all product categories.