Starbucks Coffee Co. (Seattle) has unveiled a new logo that no longer includes the company’s name and removes the outer ring around the siren image to give the brand more global appeal.
In a video posted on the Starbucks web site, ceo Howard Schultz says the decision to update its emblematic logo does two things: “It embraces and respects our heritage and at the same time evolves us to a point where we feel it's more suitable to the future,” he says.
The evolution of the Starbucks logo includes going from brown to green in 1987, as the brand introduced espresso beverages to the menu, and some small modifications to the siren design over the years.
In the video, Schultz says that the changes “give us the freedom and flexibility to think beyond coffee.” “But make no mistake. We have been, we will continue to be, and we always will be the world's leading purveyor of the highest-quality coffee,” he adds.
The new logo is expected to be rolled out in stores in March.