With its new look, Starbucks will set out to prove when your logo is as ubiquitous as its 40-year old siren, there is no need for words. Starbucks has “refreshed” its logo by removing “Starbucks Coffee” from the outer ring of its logo, leaving a borderless siren emblem. The change is regarded as more than cosmetic and is said to reflect the company’s strategic expansion into other products, and eliminating the word, “coffee” will aid in the growth of its brand extensions.
The logo preview is part of a soft rollout, beginning with Starbucks employees. The new look will be present in stores in March 2011. The company’s website provides more on what CEO Howard Schultz sees as the future of his brand. Read more.