Brand Packaging

Starbucks logo is vintage (but not the original)

June 1, 2008

Starbucks is banking on the vintage appeal of its former logo to restore goodwill after what analysts describe as a series of missteps. The green-and-black icon on coffee cups has been swapped for a time with the all-brown logo the company used from ‘71 to ‘87. But, unlike the original, where the two-tailed mermaid was topless, this new version depicts her with flowing locks that “strategically” cover her. Somehow, that small tweak speaks volumes about how much Starbucks has changed.