Starbucks unveils new logo
Starbucks' logo has undergone several modifications over the years.
January 5th, 2011
03:38 PM ET

Starbucks unveils new logo

Starbucks' signature siren is getting an updated look to celebrate the 40th anniversary of the global coffee chain.

The stripped-down logo features the siren alone, without the "Starbucks Coffee" encircling her image, an homage to the ubiquitous chain's modest beginnings in the Seattle's Pike Place Market in Washington state,  Starbucks CEO Howard Schultz said.

"Throughout the last four decades, the siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth," Schultz said in a post on Starbucks' website.

The new logo will start rolling out in the Spring, Schultz said.

Who is the siren, anyway? In the search for an image that captured "the seafaring history of coffee and Seattle’s strong seaport roots," Starbucks' founders came across a 16th century Norse woodcut of a twin-tailed mermaid.

"There was something about her - a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began," Starbucks says on its website.

More on reaction to Starbucks' new logo
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Filed under: Business
soundoff (107 Responses)
  1. The Formula

    Hey It's a Cup from the Mermaid Museum......oh no it's a Starbucks Logo

    January 5, 2011 at 4:02 pm | Report abuse |
  2. Darren

    Cool new logo. Now call me when their mochas dont initiate diahhrea 10 minutes after consuming.

    January 5, 2011 at 4:03 pm | Report abuse |
    • Chris

      Thank god that I'm not the only one... !

      January 5, 2011 at 4:10 pm | Report abuse |
  3. AMSF

    See Gap, this is how to update a logo.

    January 5, 2011 at 4:03 pm | Report abuse |
  4. someoneelse

    They have become arrogant by not adding their name.

    January 5, 2011 at 4:04 pm | Report abuse |
  5. Starbucks Fan

    Looks to me like they are trying to save money with one color ink...

    January 5, 2011 at 4:04 pm | Report abuse |
  6. Doug Fishback

    Terrible change; the typography is an important part of the logo. (Notice how the update lets them print their cups in one color instead of two, thus saving money.)

    January 5, 2011 at 4:05 pm | Report abuse |
  7. tjc360

    DD Rules!

    January 5, 2011 at 4:05 pm | Report abuse |
  8. Robert

    It isn't bad. Their coffee is good, well minus Pike's Place so who cares what on the cup as long as what you are enjoying is good.

    January 5, 2011 at 4:06 pm | Report abuse |
  9. Coffee Lover

    Epic FAIL

    January 5, 2011 at 4:06 pm | Report abuse |
  10. Kris

    BLAHHHH... LOOKS LAME!! The oringinal is better marketing!! I'm just sayin.... Now back today's news!

    January 5, 2011 at 4:06 pm | Report abuse |
  11. rockytony

    Taking the name "Starbucks" off their logo is like removing the word "Kleenex" for its box. A household name has been erased. No too smart.

    January 5, 2011 at 4:06 pm | Report abuse |
    • Andy

      Absolutely. I am a professional logo designer and I believe this is a terrible move.

      January 5, 2011 at 4:29 pm | Report abuse |
    • tjc360

      Professional Logo Designer?

      January 5, 2011 at 4:37 pm | Report abuse |
  12. Designer

    It's a pretty big leap which is quite nice. i believe Starbuck's Corp. is following the likes of Pepsi and Nike, for example, by having the logo be the brand ID of the company sans text.

    January 5, 2011 at 4:07 pm | Report abuse |
  13. Chris

    Changing the logo wasn't required and will turn out to be a waste of $$$ on their part. Their current logo is just fine and has become the recognized image of the company. If I hadn't of read this story and saw this logo... I would have thought it was a cheap immitation brand much like the gucci and coach bags you see sold by Chinese/Nigerians, whatever on the streets. So, not only will they have to change their logos in every store, on every product... they're going to have to put together a PR campaign to let everyone know of the change, lest we all get confused. Like I said, what a waste. They should put their resources towards figuring out how they can creatively remain relevant in the future. There are a lot of other coffee sellers making headway these days into their market.

    January 5, 2011 at 4:08 pm | Report abuse |
  14. Robert

    You got to be kidding me!!!!!!! What are the Starbucks executives smoking!!!!!

    January 5, 2011 at 4:08 pm | Report abuse |
  15. SpecialAgentOso

    I don't like it!

    January 5, 2011 at 4:10 pm | Report abuse |
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