Visual bliss: Starbucks new siren logo gracing some Caramel Macchiatos.

Looook. Isn’t that nice? So clean, so modern! So visually and mentally untaxing; pure graphic satisfaction.

Wednesday as I pondered how functional a wordmarkless logo is (or isn’t) as web branding, I hadn’t yet seen the symbol in a product context. The branded object, operating on a purely visual level and not engaging the mental processes required to read, is a relaxing thing of beauty.

I’m reminded of the headache-inducing mental noise of the billboards on Pembina Highway, absorbed daily while busing to university. Or rather I’m reminded of my fervent wish at the time: ads without words.