I am guessing that a guy came up with this shortly after waking up in the morning :)

i like the new logo. i think it's current with the times. women don't like to wear clothes these days so it's all good with me.

Perhaps she's just showing us the lengths she'll go to for a delicious cup of Starbucks coffee? Starbucks new motto: "Our coffee is so good, you'll whore yourself out for a cup."

Just because Starbucks is trying to get back to its roots does not mean it has to bring back this nasty logo. As an avid coffee drinker I am a little turned off by this ugly brown logo. The marketing department should all be fired. Why not improve service and drink quality before changing the logo. This is clearly a desperate move to somehow regain market share.

Love the coffee. Hate the new/old logo. I just went through sexual harassment training at work, and I think I'm feeling offended by this depiction! At a time when their profits are sinking, this is either an attempt to go back to the "good ole days of screaming profitability" or an attempt to save money with one-color printing on their materials - or both! It might be time to use my commuter mug on a regular basis...

I said the EXACT same thing!! Who on the corporate marketing staff said, "Oh yeah. That looks great. There's nothing like a split mermaid tail to make someone drink coffee."

On a different note, I'm super excited about something else Starbucks just rolled out-- combination stirrer/lid spout covers. (Basically, the stirrer fits in like a cap in the hole in the lid, to prevent spillage).

As someone who gets to do her office's early morning coffee run, these caps are SUPER cool.

Starbucks is fighting 'wal-mart' syndrome.

It's been seen by (some --particularly this area,) as over extending and putting up too many stores, driving out 'authentic' stores and chains, --and being way too pricey.

-So it's trying to 'go back' to it's roots.
(I'm curious if the new 'old' logo ever was used to begin with, -but from a marketing standpoint, I'm seeing the following:

-dropping down from a stylized 'glossy' motif down to something more 'earthy' an ancient.
-an image that is deliberately vulnerable and NOT cheesecake (the mermaid is admittedly, um, a little on the chunky side,,,don't get me wrong, she's cute considering that she has two tails, and all.)
-Note:
this is the total opposite of what was the trend in past years when different trademark characters went decidedly MORE anglo and stylized, -and less 'ethnic,' or 'stereotype.'
-This is meant to build a stronger sense of 'authenticity,' much like buying a new T Shirt that has worn or bad screen printing (or is sewn and or damaged to look like it is half a century old.)
It's like when people wash their hair and put stuff in it to make it look greasy and like you just rolled out of bed. Or wear cosmetics so that your eyes resemble a heroin addict who's been on the spike since age 4.
(I don't get that at all.)

I always find it funny when any product, movement, band, political party, movie series ('pre-quel') (anything that can be spun or marketed,) drops back and does this.

You can tell when something or someone feels insecure and is trying to NOT be seen as a patented shallow monopoly that has become as common as grass, sidewalks and your auntie's eighties toyota:
-They start to focus on stuff that doesn't really have anything to do with the product, and create a fake history and credibility.
It's sad.

-Sadder still?
folks buy into false authenticity all the time.

I'd just avoid the whole mess and go to Cafe Corazon.