Starbucks recently unveiled its rebranded identity. The new logo will be lauched in the Spring to celebrate its 40th anniversary. Starbucks chose to emphasize its iconic mermaid in its identity, striping away the company's name, as well as the wraparound green band. According to Starbuck's senior creative manager, they decided to enhance the form of the Siren, "smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face"
From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.
It's interesting to look at the evolution of the Siren, from her 16th Century root to her current incarnation. Once the logo is implemented in the Spring, it would be interesting to see how it will play out for the company.