The picture above shows the ever changing face of a Starbucks cup of coffee. Now there's even a new logo and they are dropping the words. What do you think? I like the efforts to make the logo more simple, but I don't think the Starbucks mermaid has enough strength in brand symbol recognition to stand on its own. And coffee is such a nice word, evoking such wonderful mental images and emotions for us addicts, removing the word seems almost sad.
So +1 for simplicity but -1 for promoting the brand. Any other thoughts on this, what does everyone else think?