Crossword Genius

The one for Starbucks shows a two-tailed mermaid

Ross

I believe the answer is:

logo

(Other definitions for logo that I've seen before include "Vigour; relish" , "A company's printed symbol or emblem" , "Small design used as a company emblem" , "Printed symbol as organisation's emblem" , "Corporate symbol" .)

I've seen this clue in The New York Times.
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