Starbucks drops its name from famous logo

Starbucks, the world’s largest chain of coffee shops, has revealed a new logo to celebrate its 40th anniversary

Starbucks is re-launching itself with a new logo that drops the brand name and the word 'coffee', leaving only the white and green image of a twin-tailed siren.

The Seattle-based coffee company is launching the new streamline logo as part of its 40th anniversary celebrations, while suggesting that it may in time expand beyond its image as a premium coffee house by tapping into new markets.

But the new nameless logo has caused controversy with chief executive of brand consulting firm Core Brand, with James Gregory describing the move as ‘nuts’.

‘What’s it going to be – the coffee formally known as Starbucks?’ he added.

The brand has had to fight to distinguish itself in the overcrowded coffee market in recent years, introducing ice cream and coffee beans as well as allowing customers to create bespoke drinks.

Mr Schultz, Chairman and CEO of Starbucks, says: ‘What is really important here is an evolutionary refinement of the logo, which is a mirror image of the strategy. This is not just, lets wake up one day and change our logo.’

The new logo features a simplified version of the original version of the famous mermaid logoand reflects the company’s growing appetite for change and diversity.

While Starbucks suffered a loss in profits during 2008, the first three-quarters of 2010 saw the chain more than double its 2009 turnover.

And it’s not just the logo that is modernising. Starbucks is currently testing a system which will enable customers to place and pay for their coffee orders using their mobile phones. It is also expected to devise a more extensive food menu, which may include wine.

What do you think of the changes? Will loyal customers be able to recognise the wordless logo? Should Starbucks stick to what it is good at and focus on making distinctive coffee? Perhaps you are excited about the proposed revolution?

Let us know your thoughts by posting your comment below.

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