If you are starting this morning off with a cup of Starbucks Coffee, you might be interested to know that that cup is about to get less Starbucks-y.
The coffee isn’t changing, but the Starbucks logo sure is. The company is removing all traces of the words “Starbucks” and “Coffee”—signaling the beginning of a new era that extends beyond coffee into new products. Focusing on the Siren alone is also intended to give the company a more global identity.
From Howard Schultz, Starbuck’s CEO:
As we look forward to Starbucks next chapter, we see a world in which we are a vital part of over 16,000 neighborhoods around the world, in more than 50 countries, forming connections with millions of customers every day in our stores, in grocery aisles, at home and at work. 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.
You’ll begin to see our evolution starting this Spring. And there will be much more to come, as we celebrate our 40th anniversary by honoring the millions of customers and thousands of partners who’ve made Starbucks such a welcoming presence around the world. We think you’ll like what you see.
Well, that last bit remains to be seen. I can definitely see where Starbucks is going with this logo change, but the public is notoriously touchy when it comes to the rebranding efforts of high profile companies.
A look at the Starbucks logo through the years:
