Starbucks Corp. is giving its siren a facelift. The world’s largest coffee firm unveiled a new logo Wednesday that drops the words encircling its iconic sea nymph and gives her a few subtle updates.
Starbucks says the changes amount to more than nips and tucks to its favorite lady. The fresh look goes with a new direction for the company as it makes its way back from tough times. Prior versions of the logo helped build Starbucks into one of the world’s best recognized brands, and the company felt it no longer needed to reinforce its name at every turn. The new wordless logo also is better suited to the company’s expansion beyond coffee and into more international markets.
Starbucks revealed the logo Wednesday to cheering employees in Seattle and on a webcast. It plans to bring it to stores in March to coincide with it’s 40th anniversary.
Associated Press
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