Open to Opinion:

(Courtesy: Starbucks.com)

The NEW! Starbucks brand.

As post coffee-drip consumers, we've been accustomed to seeing the abundance of the ever familiar green mermaid on coffee cups from here to Colombia. Starbucks marks its 40th year by giving the mermaid a makeover; granted a cosmetic makeover, but a makeover nonetheless.

Forgive me for retracting somewhat from the jolly and celebratory nature of a new logo, but in my opinion, Starbucks should have been looking backwards in order to move successfully forward. Today's coffee consumer regards coffee as a time-honored "event" or an "experience" and it is my belief that coffee drinkers have a better appreciation for "the past-time" and "history" and it is reflected in how we design, how we buy clothes, or how we have a "traditional" approach to relationships and courting.

Re-inventing the wheel, as we know, fails more often than not because why bother with something perfect in every sense of the word? A coffee cup is a coffee cup (not too much mathematical sequencing or proving involved eh?

Starbucks should have taken a smart look back at it's oldest brand as I believe, with a more vintage-inspired historic concept, it still would make its mark as THE number one coffee purveyor in the world.