A reader asks: Is Starbucks tweaking its logo -- again?

Melody writes to STARBUCKS GOSSIP: "I've been drinking Starbucks for a long time and right now, they're on their 3rd version of the logo (the clean line green mermaid with a belly button but no nipples was by far my fave). Now I am wondering if Starbucks is transitioning to a 4th version? The mermaid on the Starbucks coffee plugs (a test product available only in just a couple of stores in Seattle) is totally different." (I've asked Melody to send a photo of this supposedly updated logo.)

Comments

[Tyler]

I'd like to see this one... I wonder why they decide to change well established logos?

[Vicki Verona]

Brand marketing. Even the most recognized logos in the world get updates. The best comparison I can make is to our retail setups in our stores. Were encouraged to change it up from time to time so that the environment doesnt become stale for our customers, and they look AT our retail and not THROUGH our retail.

Same with the logo. You change it up a little, people start actually looking at it again, and if its on their minds, they might increase their visits.

[Anonymous]

changing the logo for a "test coffee plug"??

is that like the Little Green Plug that's been out for a while now?

www.littlegreenplug.com

[Mary]

Which Seattle stores are offering coffee plugs?

Looking on flickr, the japanese version of the 'plug' simply has the siren seen on other starbucks packaging. It's not the logo at all: http://flickr.com/photos/brettmacfadden/254300337/

[Andrew]

The westlake ave drive through store was testing these also... i don't think its that great of an idea, Jim Donald should agree with me...lets look at the margins. Food service is a pennies game, this adds an extra penny to every drink that has one. good idea, bad for starbucks.

but it's also a stirrer so that can save on stir sticks...

[Tall Guy]

Our DM scored us some from the DT stores in our district that are testing them. Customers love them. They do a great job at plugging the top of the beverage. However, as with sleeves, everybody is going to want one even if they don't really need one and that increases the cost of each cup of coffee (even if only by a penny). I say good idea but not something we need.

I rather see us invest in compostable cups like Tully's provides. That is more in alignment with our guiding principles.

[Melody]

Another reader posted this photo here which is a nice quality pic of the mermaid:
http://flickr.com/photos/brettmacfadden/254300337

I had try to take a couple of quick pics this morning with my cell phone but the quality is much poorer than the above photo.
http://img5.ranchoweb.com/images/fashionmel/sbuxnewsiren1.jpg
http://img5.ranchoweb.com/images/fashionmel/sbuxnewsiren2.jpg
^ All 3 are definitely the same green mermaid starbucks coffee plug.

That mermaid has popped up elsewhere too:
http://www.deadprogrammer.com/starbucks-logo-mermaid
^ Scroll down to the very bottom of the photo and look at the siren near the Westin Hotel logo.

My question was whether this was the new logo?

As for the coffee plugs, I know that the oaktree Starbucks has them. (located in Seattle, at about 105th and Aurora Ave. North). I've heard rumour that they are available at some downtown Starbucks, but they are not at the ones that I commonly frequent (Smith Tower, Columbia Center).

here's irony for you- I am a partner, and my husband and I happened to buy a new car last night. Today, I stopped by a store and picked up my morning usual, and was completely nervous that it would tip and spill. I was JUST thinking that I wish we had a cap. and here it is. I love it!

[Stacy]

A coffee plug for sale? Are you effin serious?! How about bending a sample straw and sticking it in the mouth-piece? It amazes me what kind of crap people spend money on.

Isn't this why we have flat lids?

[Brandon]

Not all stores carry flat lids..
That "logo" has been around for a awhile, its not new... Its more of a secondary logo... you'll see it a lot on 'behind the bar' things, such a pins, folders/manuals, etc.

spillage problem solved by people not bitching when i fill the cup to 1/4" below the rim (as to standard) not completely overflowing. you do not need to specify "no room" on a latte. really.

That logo isn't new. Starbucks SSC has one on the 8th floor.

They are also great little scoops for all the coke heads out there....great just what we need coming to the stores.

They are called "splash sticks"

My DT is always running out of them.

[Pat Nerr]

Correct... that siren has been around since they created the Grow, Roast, Brew etc pallettes for the stores way back when...

[Brandon]

you could just get your tall/grande beverage in a venti cup... or if you get a venti, get one of our venti to-go tumblers (select 'grande' stores)

[Lorenzo]

does anyone know what SKU number for those starbucks lid toppers? my store NEEDS them! haha.

i was shocked to get one in the drive-thru's when i visited Tampa, Florida. I asked for some extras. haha. i even took a cellphone pic of em:
http://technoboi11.blogspot.com/2007/11/starbucks-lid-toppers.html

i assume they're in test markets.. but does my DM have to approve of it or can our store just simply order it?

~lor ♥

[Jonathan Miller]

Here is an article with a brief history (in pictures) of the evolution of the Starbucks Logo.

[AJ]

This cracks me up, sometimes I think it's entirely partners reading this. :o)

[BaristaB]

it probably is

[Perky ASM]

We've been using stix-to-go for over a year now, since I read about them here.
People love them. Great solution.

[Des]

The splash sticks are what I mentioned here weeks ago on an open thread, comparing them to the old Mickey D's coke spoon fiasco of the seventies and eighties.

They are great though. We have them here in North Florida and they work really well. Took home four hot drinks today and didn't spill a drop!

[refusnik]

When I was in Washington state a few years ago, several of the indie coffee shops used stickers to cover the sipping hole. It really was nice when I was taking drinks to others. Yes, it's one more small wasteful item on top of another wasteful item (disposable cup). But it was nice.

Also, I imagine that they'll be far less than a penny apiece, especially at the volume that Starbucks will purchase. Maybe a manager out there has actuall per unit costs for a single cup, a lid, etc., to share.

[me]

person with the ironic story - that's not irony

[J. Stevens]

I'm surprised no "Mothers Against Lewd Displays" group hasn't come forth to "protest" the Starbucks logo, because after all, the mermaid is quite clearly using both of her arms to keep her mermaid "legs" spread W-I-D-E OPEN.

[Meag]

ya know.. I actually never thought of it that way stevens.. kinda funny and intriguing, maybe now there'll be disputes about it? :O

[eat]

That doesn't look like a new logo. It looks like the old siren that was used in the late 90's and is still used to some degree on training materials, store decoration, the store portal, etc...

[James McCaleb]

The Logo is the Original from The pikes place store. The Purpose is to get Starbucks back to the Basics. Making good coffee. Im excited for the renovation back into a good coffee and a restored image.