Branded Merchandise News

New Starbucks logo criticised

Starbucks' new logo has come under fire for its 'risque' design.

The logo shows a bare-chested woman with a mermaid tail which is split in half.

It was inspired by a 16th-century Norse woodcut but American Christian activists are threatening a boycott of the firm if the logo is not changed.

Founder of the Resistance, a group of Christian activists, Mark Dice is calling for the group's 3,000 members to boycott the firm, saying the woman has the appearance of a prostitute and the company should change its name to 'Slutbucks'.

Mr Dice continued: "The woman is actually a siren, not a mermaid, which in Greek mythology lures people to them with their beautiful songs, and then kills them."

The uproar caused by the logo change shows the effect that a company's branding can have on its image.

The right kind of logo, which can be printed or engraved onto corporate gifts such as bar accessories, can create a positive image of a firm.

Entrepreneur Nick James has told the Reading Evening Post that the branding of the company is ultimately the company's 'personality' and can make a business stand out in the marketplace.

Published:16-May-2008

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