Just look at that "New" logo And while you are at it trying to figure out what is new have a read (if you can) of CEO Howard Schultz explaining the whole thing. I start cringing when people go way over the top describing this kind of thing as something radical, life changing, etc. Ok, the short version is "We got a new logo!" They (whoever they are) didn't change a thing but take out the words and enlarge the inner image. btw, Boobs on mermaids make everything better.