What about the new Starbucks logo?

Starbucks recently announced an updating of its seemingly ubiquitous green logo, which features the firm's mermaid "siren" with crown and long flowing hair. No more "Starbucks" name, no more references to "coffee." In fact, no words at all. Getting ready for brand/category extensions again? Trying to break free from its coffee roots?

As Starbucks prepares for its 40th anniversary celebration in March, its newly revised logo has some loyal customers--and some marketers--asking questions.

Although this isn't the first revamp of the logo, some people wonder whether Starbucks is wasting its money on the changeover to the new logo. The Guardian even has a poll asking readers this very question. When I checked today, sentiment was running 2-to-1 against the move. In other words, readers don't agree with Starbucks' investment in its updated logo.

Will Starbucks stay with the new logo or, like the Gap, will it revert to an older version? Let's see how vocal the opposition turns out to be.