Follow-up: Starbucks Rolls Out New Identity

Today marks the 40th anniversary of Starbucks. It’s also the day when the new “STARBUCKS”-less Starbucks logo and identity go into effect and we have some nice photographs of the new cups, cup holders, and shopping bags right here. As part of the anniversary, Starbucks is also introducing a new coffee blend, called Tribute, and a new range of sweet snacks called Starbucks Petites. On their site be sure to check out a cute animation on the home page. There are no surprises with the new identity — actually, I take that back, I like the introduction of the surprising new bright green on the cup holder, it adds a nice touch of vibrancy — and everything falls in place with the idea of evolution. Nothing is a vast departure from the current materials people encounte