Starbucks Unveils New Logo, Now With Less “Coffee”

New Starbucks Logo 1

The new Starbucks logo features a larger image of their iconic siren and the removal of the words "Starbucks Coffee"

To coincide with its 40th anniversary, Starbucks unveiled a new logo today that removes the words encircling its iconic siren. The updated logo will be featured on products starting in March, and the siren will be a bit larger now that the name “Starbucks Coffee” won’t be surrounding it.

According to chief executive officer Howard Schultz, the revised logo reflects the company’s growing emphasis on selling Starbucks-brand products in grocery stores and other channels in addition to its retail stores, as well as its further expansion into offering more non-coffee drinks. “Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers,” says Schultz.

Below is an illustrated history of the Starbucks logo over the past 40 years. What do you think of the new version and the decision to remove the logo’s text? Share your thoughts in the comments!

New Starbucks Logo 2

12 Responses to “Starbucks Unveils New Logo, Now With Less “Coffee””

  1. I don’t think it works as well. I think the name was the iconic part of the brand, not the siren. Now it isn’t as recognizable and loses it’s branding strength.

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  3. Honestly, I never remembered what was in the middle of the circle, even when I worked there. For me, the iconic logo was the white block text on a green circle. The new logo simply looks like a stamp for a seafood company, or perhaps a cruise line.

  4. Don’t like it, I think it looks unfinished and i’m too used to the old one. Bring it baaaaaaaaaaaack!!!! please!!!!!

  5. Have to agree with Alan Middleton, with Schulich School of Business. He says ” The elimination of the words [Starbucks] suggests maybe a little over confidence when it comes to brand recognition”. Yes they’ve permeated the market but dropping the name in its entirety says to me “We’re such a big deal you’ll know us just by the fish lady”.

    http://www.thestar.com/business/companies/article/916659–starbucks-keeps-siren-cuts-name?sms_ss=twitter&at_xt=4d25d37574fe619d,0

  6. I think it has the power to work. If iconic brands like Apple and Nike can drop their names than Starbucks can too – it has the brand power. I agree it will take a while to get used to but I think its a smart move – drop name and rely on icon.

  7. It has the potential to work after a while in western society, but we all know that certain countries don’t allow the siren (Saudi Arabia and the likes!!!)
    Will that lead to separate logos for different cultures? silly…
    The logo is not the end all in the Starbucks identity system, and I feel they didn’t show us the entire package yet.
    They may use mystery and create a bit of a vibe around the story, to be continued.

  8. Love it.

    That said, I wouldn’t mind there being an alternative version that maybe has “Starbucks Coffee” below the logo in the Starbucks font, which can then be branched off for the obvious “Starbucks Music” etc spin-offs that they seem so keen on doing. But, as a simple logo…love it.

  9. Line extension is a classic marketing temptation. Moving away from coffee is probably not a good idea!! The right way to do it is to launch another brand that is specific to the new items you want to sell. This is just being lazy. Honda and Acura or Black & Decker and Dewalt are examples of how its done right.

  10. The green is nicer than the brown, for certain. Looking at the logo’s evolution, it simply looks as if they’re zooming in and making modest changes to its colour. As I see it, after another incarnation or two, the logo will become just the siren’s crown. I think it’s a safe update, and I wonder how necessary it really was.

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  12. I love the clean design without the type. Wish the tails weren’t decorated with all these lines, they really compete for attention with the mermaid’s hair.

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