Many have commented on the Starbucks brand refresh, not to be mistaken for a new brand design, more a simplification of the iconic Siren logo that has become synonymous with gourmet coffee the world over. Having worked on hundreds of brand identity designs in my career I can say from experience, trying to rationalize the intrinsic ethos of a graphic mark that represents a multi-million dollar corporation would challenge even the most seasoned creative director. So at first, l was less than impressed with Starbucks’ in-house creative team and their understated rationale – bringing the Siren out of the ring and making her the star. However we don’t have to look far to see how de-cluttering a brand can simplify neuro responses, just look at the brand equity in such simple icons as Apple or Nike. In fact the more I consider the implied brand risk the more I can appreciate why CEO Howard Schultz has spoken out about being a coffee company that will have other products with the Starbucks name but may be void of coffee. Something is brewing over at Starbucks and it sniffs of brand extension beyond the white cup. I wouldn’t be surprised if we start to see clothing, sporting equipment or perhaps luxury resorts – don’t laugh, just look at the CuisinArt Resort. For now, free the Siren, let her swim in unchartered waters and we’ll see where she comes ashore, perhaps it will be utopia!