Living here makes one an expert on coffee. I so miss my Nespresso machine but having one here is a luxury which I can’t quite run to – rather like jet skiing. Starbucks is ever-present, however, which is some small crumb of comfort, not least because if you’re in Starbucks, by definition you have absolutely nothing better to do. I read yesterday that they are changing their logo, stripping away the outer green layer with the company name on. Perhaps a slight improvement on the original brown, splay-finned mermaid.
CEO Howard Schultz talked about the decision to update its emblematic logo on the 40th anniversary of the company in March.
“This new evolution of the logo does two things that are very important,” Schultz said. “It embraces and respects our heritage and at the same time evolves us to a point where we feel it’s more suitable to the future.”
Put another way, it’ll also sell more coffee in China.
I think the new version looks more like a logo for a hair conditioning product and emphasises the sea nymph as apparently naked with a sultry look in her eyes. What this has to do with Starbuck, first mate on the ‘Pequod’, the doomed Captain Ahab’s vessel in Moby Dick escapes me at the moment.
Why am I bothering to blog about this? What a trivial, vapid, irreflective life I lead…
Oh, yes. I’m in Starbucks.