Ask not for whom the siren calls

In celebration of its 40th anniversary Starbucks has revealed an updated version of its iconic green logo. Some devoted customers are not amused, likening the change to the logo blunder at Gap last year.

On its website the senior creative manager states, "After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star".

Time will tell, of course, whether or not it's actually the siren or the green circle that is the true brand association for Starbucks customers.