Support for LAist comes from
Made of L.A.
Stay Connected

Share This

This is an archival story that predates current editorial management.

This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.


Starbucks, Minus the Coffee: New Logo Strips Down

Our June member drive is live: protect this resource!
Right now, we need your help during our short June member drive to keep the local news you read here every day going. This has been a challenging year, but with your help, we can get one step closer to closing our budget gap. Today, put a dollar value on the trustworthy reporting you rely on all year long. We can't hold those in power accountable and uplift voices from the community without your partnership.

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.

Most Read