Old School is the New New School?

Love it or hate it, Starbucks has positioned itself as a giant in today's business world. Despite ourselves, we all know what "tall, grande, and venti" mean— and if you're like me, sometimes you need to catch yourself before using that terminology at Dunkin' Donuts. Since I am a member of Starbucks society (for better or worse) and a designer, it is kind of odd that I have never given much consideration to their logo! That is, until this week.

Last Tuesday Starbucks advertised that "something big" would be happening at their stores at noon. Turns out that meant free samples of their Pike Place Roast, and, along with it, a return to the company's original logo design and brown color. Pike Place, Starbucks' flagship store in Seattle (above), has been using this woodcut logo consistently since the company was born in 1973. This original logo, featuring a topless siren (a mermaid-like woman with a split tail), was originally used as a symbol for something as seductive as coffee itself. However, it was too suggestive for many customers and as a result the logo has been simplified over the years, every time by the original designer Terry Heckler. This gradual simplification resulted in the version we know so well today.
Will this hearkening back to the original logo reinforce Starbucks' reputation for a good brew? Starbucks is calling the move a Nostalgia Effort, a return to the company's heritage for those who are turned off by its big chain image. But for those who love the successful green version— don't fret. The change is only temporary and the company will switch back in mid-May.