Starbucks has simplified its logo. The mermaid (or "siren" as CEO Howard Schultz calls it) is still there, as is the shade of green so associated with the coffee chain. But that's about all that is left of the once very busy logo. This logo is the result of about 2 years of work, according to a friend of mine who works there. Changing an iconic brand is not something you want to do in a rush.
What they are trying to do is keep the connection with their existing consumers, while clearing the runway to go beyond barista drinks. They actually have been growing their product offering and positioning, claiming ever-increasing turf over the past few years, adding food and even music to their standard fare.This logo revision indicates a commitment to continuing in that direction, becoming a lifestyle brand, associated with a broader range of products and services.
This strategy can be risky. If they stray too far from their current core strengths, they may lose their customers altogether, instead of deepening their customer relationships and extending their reach to new segments, as they had hoped. And most people don't like change, so they will suffer their share of slings and arrows.
I don't like everything Mr. Schultz does–but this seems like a great move. I know there will be some haters, who will hate the new logo, and some haters who don't still don't like the idea of mass-produced coffee. But from a marketing strategy perspective–this seems smart.