New Starbucks logo hits China. Setting a new trend for Asian copycat coffee brands?

Love it or not, that's the brand new Starbucks logo. I personally like it as it doesn't look as heavy as the previous one with its bold fonts. I like the idea of the brand being so strong that is doesn't even need to be written. I just wonder what people in China will call it now? The green mermaid? Will the disappearance of the ringed name let Chinese branches add their own Chinese name around (新吧克)? Was it a move from SB to seduce Asian markets even more? SB has always been good at adapting its environment, mainly thanks to greatly smart adaptions of their recipes so that wouldn't be too much of a surprise if they'd done the same for their logo, making SB a truly All-the-Nations coffee brand.

Below:
- Starbucks new logo as seen in Shanghai, PRC
- Starbucks Asian copies. Will the new logo inspire copycats as much as the old one?
- Starbucks logo through the years: the better you do, the less you need to tell.

Tips - KOMMUNEST YOUTH

Few years ago I would spend so many hours at KOMMUNE Cafe, one of the nicest place you can imagine in Shanghai for: early breakfast, brunch, lunch, coffee, afternoon tea al fresco, dinner, a traditional Ozzie BBQ, and early evening drinks... yeah only that...

I opened my first creative agency (Shanghai Art Studio) right next to KOMMUNE and I would probably spend more time there than in my office. No matter how cool this one was I would just not resist the call for a coffee, a lasagna, a huge piece of lemon tart or a giant hot chocolate. It was some years ago and I've never imagined I would eventually be married with children... and that one day my daughter would enjoy the very same hot chocolate.

Now we enjoy going to KOMMUNE together and it seems that she's inherited her old man's tastes.

Kommune Cafe (Shanghai, PRC):
Taikang Area
Lane 210 Taikang Lu, near Sinan Lu
田子坊泰康路210弄近思南路