Starbucks unveils a new logo.

In January 2011, the famous coffee brand, Starbucks Coffee changed its logo to celebrate its40^th anniversary. The company decided to stop writing the name of the brand on the logo. Starbucks Coffee also decided to keep the iconic mermaid on its logo and to give up the black color which was present on the old logo. Now, the logo is only with the green color, which is the “traditional” color of the brand.

The CEO explained that they chose to drop the name of the brand on the logo because they are thinking about making more and more products without coffee. But a lot of Starbucks Coffee “fans” said on several media platforms that they don’t like the new logo and don’t understand why the company decided to drop the name of the brand on it. A lot of internet surfers wrote their disagreement with this decision:

- "Who's the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn't impressed," wrote MimiKatz

- "I prefer the old logo," another wrote. "I've been a Starbucks fan since I lived in Portland in the late 80's and I've been in Mississippi for the past 11 years enjoying Starbucks. I'm all for change...I think it's great, but I'm not impressed with the new logo."

- Gerberfranz wrote: "Removing the Starbucks name off your logo does not make any sense. I have been a big supporter of Starbucks since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit. I do not see the logic of your business development folks. Free advertisement on every cup, every day. Think about it."

A lot of people also compared the brand Gap to Starbucks Coffee because it had to give up its new logo because of the internet surfers' reactions about it on social media few years ago. But Starbucks Coffee didn’t give it up and tried to justify the choice of the new logo by saying that it was a marketing strategy and that the brand has a good notoriety so the name of the brand doesn’t need to be written on Starbucks Coffee’s products because almost everybody knows the brand.

Pauline HAOND