What is Starbucks’new logo?

Starbucks new logoStarbucks unveiled their new logo, a few months short of their 40th anniversary. As you can see, the new logo drops the Starbucks Coffee word marks surrounding the mermaid, hoping to join the big league of companies such as Nike, Apple, Playboy, etc. that only rely on an icon to invoke brand awareness.Howard Schultz, the chief executive of Starbucks, describes the reason of the logo change in a video on Starbucks’ website.The new logo will start rolling out in March, unless the company will be faced by the same opposition that GAP encountered when they unveiled their new logo last year.