Starbucks new logo drops its name!

Controversy (at least in the branding and marketing world) has struck with the release of the new Starbucks logo without the name "Starbucks" and a bit of retouching of the mermaid! CEO Howard Schultz has come under a barrage of critisism and it seems like hardened Starbuckers are not impressed...It goes to show the sensitivity of change and the need to consider what the loyal consumer base are going to think whenever an established brand makes a major change to its idenitity. The rationale for the change is to enable Starbucks to enter new channels outside of coffee and the view that the mermaid graphic is so synonomous with Starbucks that the name is not necessary. Probably more important is what lies behind the strategy and whether the Starbucks brand has the ability to stretch into other categories. Virgin has been hugely successful in this area although there have been some slips along the way - the concept of Virgin Bride always made me smile....and their cosmetics range didn't do well back in the 1980's. It will be interesting to see this story unfold and the consumer's reaction to it . . .