Starbucks Hw

I understand the point this article about Starbucks is trying to make. After many years of having successful designs, the mermaid is now part of Starbucks, therefore it is recognizable as the Starbucks logo, without actually displaying the name. I believe this effect can only come after having a long-standing, well designed logo. Many logos have followed in this trend over the last few years, one that comes to mind is Pepsi. They changed from their traditional logo with the Pepsi name, to just the circular logo facing sideways. Making a logo switch like this can backfire as well, it only comes after years of perfecting a logo.