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7 thoughts on “How Dare You, Starbucks!

  • Brittany Falconer

    Particularly as a former Starbucks barista, I can’t say I’m thrilled about the new Starbucks logo (it’s going to feel like I never worked there!). While I do agree that the Siren is a very well-recognised symbol for the company, that doesn’t mean that Starbucks should do away with the rest of the logo.

    I largely disagree with Starbucks’ plan to extend “beyond coffee.” Isn’t that how the company suffered a few years back? Mr. Schultz’s solution back then was to go back to the roots of Starbucks: coffee. Why is it repeating the process that got it into trouble last time? While it’s nice to have a little more than coffee (frappuchinos, smoothies, tea), trying to branch into all realms of food service can not only spread the company too thin, but as a result can also overwhelm customers to the point of being off-putting.

    I admit: there may be benefits to changing the logo (global expansion and anderstanding, for instance), but I also acknowledge that I’m a little curmudgeonly in that I don’t appreciate when things I like change!