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Starbucks Changes its Trademarked Corporate Logo

Recently, Starbucks announced that it would be changing its famous logo.  As shown to the left, the new logo emphasizes the image of the lovely woman which Starbucks has identified as a “twin-tailed siren”.  After considerable outcry from observers and supposed experts in marketing, an article in Fast Company finally has shed some light on the decision.  It seems that market research shows that the new logo is particularly attractive in Asian countries… and this move coincides with Starbuck’s agressive push in China and Japan.  Note the inclusion of the “TM” on the new logo, indicating that the trademark has not yet been registered with the US Patent & Trademark Office.