the future of starbucks
Starbucks just announced a rebranding exercise in progress here. A great evolution in my view, going the way of the Nike tick without the Nike logotype, consumers are now familiar enough with the mermaid in a circle to not have the Starbucks logotype around it. The resulting mark feels fresh and modern, yet, from the chronology of the logo, did not evolve that much away from its initial one 40 years ago.
