This is such a shame! The Nike logo works better without the word “Nike”. This, however, does not. This looks like it could be a cruise line logo. Sure, the funky mermaid is iconic and the overall identity when combined with green is recognizable, but where’s the soul? The self assured, bold STARBUCKS COFFEE possessed a certain charm and local, home grown feeling. Yes “clean and modern” is all the rage (again), but let’s not forget about graphic communication. Let’s not forget how to evoke emotion. What’s reduction for the sake of reduction, anyway? This reminds me of Gap’s earlier effort to do the same last year and it totally failed.