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. Aimee

    Its cool looking-but-not having the actual Starbucks name on the cup? I dont think thats a smart move. I'm just sayin'!

    January 5, 2011 at 3:46 pm | Report abuse |
    • Rick

      Ahhh yes..... Mermaid Coffee................. NOT!

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

      Wow, a cup with a witch on it. I think they are in cahoots with Proctor & Gamble. It's all one big satanic conspiracy.

      January 5, 2011 at 4:08 pm | Report abuse |
    • Mike

      Naw! I can tell any apple product any day by the apple logo alone. Same with McDonalds. Same with any major brand. Starbucks is easily recognizable by the logo alone.

      January 5, 2011 at 4:09 pm | Report abuse |
    • mom2amk

      I agree with Aimee – having no name is a bad move. Yes, McDonald's and Apple have their worldwide recognizable logos – However McDonad's is an "M" and Apple's is... well.. an APPLE. I don't associate the mer-witch character w/ starbucks... I associate a green circle with a smaller black circle inside as starbucks.

      January 5, 2011 at 5:15 pm | Report abuse |
    • eddie

      How about new cups instead? Better for business.

      January 5, 2011 at 5:38 pm | Report abuse |
    • Lori Banks

      Logo sans name is an awful idea, the cup looks naked.To have the logotype (symbol) without the wonderful Startbucks typography to reinforce the graphic is a huge mistake. Is this a ploy by some advertising agency to change the logo for the sake of change, and get to charge big bucks for focus groups, printing and redesign costs. I drind Starbucks everymorning, I suppose I will have to save my old cups.

      January 6, 2011 at 1:11 pm | Report abuse |
  2. Brian

    Are you serious? That's what they came up with? Where is the word "Starbucks"? Not a good move on their part. It takes the trendiness away from the brand.

    January 5, 2011 at 3:51 pm | Report abuse |
  3. Jrad

    I dunno, looks kinda strange without a border

    January 5, 2011 at 3:52 pm | Report abuse |
  4. Frankie

    Two words: NEW COKE


    January 5, 2011 at 3:53 pm | Report abuse |
  5. Susan

    ho hum – just copying other "cutting edge" logos with no border, no writing. also arrogant enough to assume everyone knows that the siren is starbucks

    January 5, 2011 at 3:55 pm | Report abuse |
  6. MARC

    WOW ... I hear an outcry coming .... look what happened to the GAP logo debacle. That was a bad idea and I think that the no logo is boring and not warm and welcoming. Not happy w the new design changes. : (

    January 5, 2011 at 3:55 pm | Report abuse |
  7. monobot

    New logo. great. Call me when their coffee stops tasting like urine.

    January 5, 2011 at 3:55 pm | Report abuse |
    • Dmitious Popadopomopolomegadopolous

      the coffee tastes fine

      February 6, 2011 at 12:21 am | Report abuse |
  8. Dave Borther

    It looks like they are a government agency – I like it!

    January 5, 2011 at 3:56 pm | Report abuse |
    • American X

      I agree!! Peets Coffee is the best. I can't even drink a Satrbucks anymore unless it is espresso shots.

      January 5, 2011 at 3:58 pm | Report abuse |
  9. Mickey

    Cool, Dude.

    January 5, 2011 at 3:56 pm | Report abuse |
  10. Scrumps


    January 5, 2011 at 3:57 pm | Report abuse |
    • monobot

      It's been a pretty slow news week. New Starbucks logo and a bunch of dead birds related stories seem to be dominating the internet. Maybe the government is planning something big and is trying to distract us. And by "maybe" I mean "probably". And by "big" I mean "wasteful". We'll know for sure if Lindsey Lohan makes the news again this week.

      January 5, 2011 at 4:01 pm | Report abuse |
  11. Ty

    If I'm paying $4.05 for a latte... I want the Starbucks name! I heart Starbucks! LOL

    January 5, 2011 at 3:57 pm | Report abuse |
  12. commenter

    I don't like it, period. Bad move.

    January 5, 2011 at 3:58 pm | Report abuse |
  13. Dr. Anthony Hayward

    I'm not a coffee drinker and I'd recognize the new logo as Starbucks.... can't see why 'updating it' is going to be a 'bad move'. Also, who cares? This isn't really news, unless you're a logo enthusiast or a Starbucks customer, and maybe not even then.

    January 5, 2011 at 3:58 pm | Report abuse |
  14. Sarah Davis

    Dumb, taking the name off.

    January 5, 2011 at 3:58 pm | Report abuse |
  15. Guest

    The word "starbucks" and the green circle were the easiest to recognize as Starbucks coffee. Instead, they took the one part of their previous logo that is the most difficult to recall (mermaid-legs-in-air-odd-design) and made that the logo? Someone in marketing needs to be fired.

    January 5, 2011 at 3:58 pm | Report abuse |
    • April

      I think so

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