Apparently Starbucks is making this change to combat the slump in its business. But I think this new logo will also mean increased expenses in re-printing its tissues and cups, and changing all the logos in its stores and posters/ads. In fact, it has been receiving mixed reviews. Perhaps Starbucks is trying to follow suit with other companies like Apple, where the logo is only seen yet everyone knows the brand. They may be trying to show a new change has been made at their coffee shops, but it certainly does not seem to help alluring new customers around the world who may not know the brand well.
Imagine your cup of Starbucks’ coffee with this logo:
I prefer the previous one or actually if they were to make a change, they should re-use the original 1971 logo (to show they’ve been long established and brews “authentic” coffee).