The coffee chain formerly known as Starbucks

Starbucks have revamped their logo, and removed their brand name from the new design.

“The US giant’s new logo does away with the words “Starbucks” and “coffee”, leaving just the firm’s white on green image of a twin-tailed siren” or mermaid.

The move has attracted adverse publicity, but the change appears to be less controversial than previous attempts to redesign the brand’s logo

On the other hand, there are clear benefits from clearly recognisable
logos as this film clip highlights the point, although the ethics of working with an evil empire could be open to debate.

As a postscript, the revamp reflects confidence in the brand.as the Independent observed .

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