AIGA's Design Envy blog gives high marks to the new Starbucks, hailing the joint efforts of Lippincott and the Starbucks internal creative team as a "broader, more dynamic identity system".  By elevating the green Siren to standalone status, Starbucks has achieved a rebranding that is "huge" and "happening",  accomplishing "a textbook example of how to manage a rollout". 

While profiling Starbucks CMO Annie Young-Scrivner, one of their "Women to Watch" for 2011, Advertising Age recognizes Lippincott's participation in the recent Starbucks brand relaunch.

UK's Computer Arts magazine interviews Starbucks senior design manager Mike Peck and Lippincott creative director Connie Birdsall about the coffee giant's recent makeover.  Heading into its 40th anniversary, Starbucks decided to refresh its brand in order to stay relevant and to better represent plans for expansion into new product lines.  After narrowing down some 500 different versions of the redesigned logo, Starbucks enlisted Lippincott's help for brand strategy and design support.  From there, a core team of about ten designers worked to develop new visual approaches to reflect the brand's updated positioning.  The Starbucks siren, now the primary focus of the brand's logo, underwent subtle modifications to smooth her hair and crown, and add dimension to her scales.  The final version maintains asymmetrical qualities that are resonant with the humanity and authenticity associated with the brand, while bringing into focus a more modern version of the brand's iconic siren.

Starbucks' rebranded packaging, created by the Starbucks internal design team in partnership with Lippincott, is presented by package design website The Dieline.

As Starbucks celebrates its 40th anniversary with the official launch of its new visual identity, customers will be greeted with cups, cup holders and shopping bags featuring the redesigned logo. The identity feels “fun and re-energized” in its playful renderings of the iconic siren.

Bill Gardner applauds the new  symbol-based Starbucks logo on the Harvard Business Review blog.  He explains that "in eliminating the words 'Starbucks Coffee' from the logo, the company frees itself from 'limiting baggage' of a too-narrow product association."  The omission of the logo's green donut will, in Gardner's opinion, put Starbucks once again one step ahead of the knock-off coffee chains that have made a business of reproducing the circular prototype with wraparound text.  His final analysis deems the logo "a welcome refresh that will build new relevance for Starbucks ."

Under Consideration's Brand New expresses enthusiastic approval of the new Starbucks logo, declaring it a "fantastic, confident evolution" that achieves "perfect simplification" and  "a newfound sophistication that would have been impossible to achieve before."  

Designboom covers the unveiling of the new Starbucks logo, acknowledging Lippincott's contributions to the redesign efforts.

On January 5th, 2011, Starbucks unveiled its new logo, featuring a refined siren image that is no longer accompanied by "Starbucks Coffee" verbiage.  Lippincott's design team, led by Connie Birdsall, is credited with contributing to the visual rebranding efforts.  This public preview will be followed in March by in-store events commemorating Starbucks' 40th anniversary.

Creative Review covers the unveiling of the new Starbucks logo, referencing Lippincott's collaboration with the Starbucks in-house design team.