Starbucks has decided to drop its name from their logo. Interesting upgrade.
Starbucks revealed a refreshed version of its logo on January 5th to celebrate its 40th anniversary, notably, with all text denoting this as “Starbucks Coffee” dropped from the image. As CEO Howard Schultz explains the siren has been at the heart of the brand for four decades, so it was time to give her a promotion:
We have given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.
He also hints at more changes like “other products” and an “evolution” coming this spring.
There’s really no significant change besides losing the type. But the decision to put the spotlight on the siren, as a kind of iconic character instead of the words “Starbucks Coffee” is interesting. Maybe they want to expand and sell other beverages different to coffee (fruit juices, energy drinks, etc)
In this undated product image provided by Starbucks, the company’s new 40-year anniversary logo is seen on a cup at right. Other cups bearing the company’s logo from over the years, from left, 1971, 1987, and 1992, are also shown.
Post author: Daniel Semper