Superstar

New Starbucks Branding is Launched for Bags and Sleeves

By: Amelia Roblin - Published: Mar 12, 2011 • References: thedieline and whitezine
The international coffee shop chain drew attention when it recently simplified its siren emblem, and now the new Starbucks branding is making itself apparent across more of the cafe's trappings.

The outlined image of the mermaid was once bound by thick rings that read the company's name, but the cherished emblem has since been freed of her confinement and depicted with a closer focus. The brown paper bags that the coffee house distributes with every purchase of beans, teas and brew-enthusiast accessories have been simplified to portray a magnified image of a green logo off-centered.

New coffee cup sleeves avoid the use of a white or brown base, as in the other products; instead, the siren is filled in with a bright lime green. The new Starbucks branding has been unbranded in many ways, but its avid customers can still easily recognize them.