For whatever reason, Starbucks decided it was time to change their look. I think it looks a little too corporate. Part of the charm of the older logo was its lack of minimalism. I think it seems almost amateur to pile element upon element—mermaid symbol, green ring, white text, outline ring—but that’s what helps make it seem less corporate and almost local. This new icon-only logo reminds me of cold major corporations, not a friendly warm place to get a latte. Perhaps this is just another Gap logo fiasco? Only time will tell.