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. Gloria

    I'm usually a fan of minimalist design, but the new logo just looks boring and plain. It also gives the cup a more fast food-like appearence. If it was the same color, as the orginal design it might have worked. However, the green on white just looks weak and cheap.

    January 5, 2011 at 4:10 pm | Report abuse |
  2. carmel macchiato, soy milk, double shot, extra carmel, double cup

    is this just for the 40th anniversary or is this a permanent move? Also I think this might distinguish starbucks even more, before people will be seen waking around with these new logos and others will probably go out of their way to find out where it came from.

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

    Actually I don't think its a new design to celebrate 40 years, I think it's more a ploy to lower product cost and increase revenue since the new logo isn't as complicated(less ink) and only uses one color instead of two; this also goes hand in hand with their recent price increase. Who ever thought of the new logo probably saved Starbucks millions in operating costs, but could potentially loose millions in revenue for the company since half the reason to drink Starbucks is the status and coolness factor. Would the coffee be as desired if it was in a plain white styrofoam cup that no other person could tell what was inside? I think not.

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

    Ditto to diana's comment

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

    I don't like it....put the Starbucks Coffee back on the logo! Why the change anyhow?

    January 5, 2011 at 4:12 pm | Report abuse |
  6. Laura


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

    Reading some of the comments on the use of a single ink scheme and the potential savings as a result makes me cringe. Specifically, if true then Starbucks is truly a dying company. If it's willing to throw out nearly two decades of brand recognition to save $$$ on ink then it's bottom line must be very bad. Or else they've hired onto a corporate culture that is no longer about quality and customer service, but about increasing profits, bonuses, shareholders' revenue, etc.

    January 5, 2011 at 4:20 pm | Report abuse |
  8. UnSub

    From 1992 to 2011 the logo doesn't change. As a guy sits in a room for 19 years struggling to come up with the latest logo, he suddenly rushes into the room of directors, VPs and the CEO and screams "I've got it!". The room waits in anticipation as he reveals the logo, the directors gasp as they see "Starbucks coffee" has been removed from the border and stargirl has been painted forest green. Everyone turns to the CEO as he begins to get up and perform a slow clap with a tear in his eye while the rest of the room is puzzled but shrugs and claps anyways.

    I'm talking about American politics of course.

    January 5, 2011 at 4:22 pm | Report abuse |
  9. Kensi

    I don't think it takes an advertising guru to know this is a bad move. What stands out with the current logo is the name encircling the design. Without the name, it's just a picture and it's not simple or unique enough, like Nike's swoosh, to be instantly recognizable. "Frankie" has it nailed: new coke.

    January 5, 2011 at 4:23 pm | Report abuse |
  10. Matt

    I like how they simplified it to just a stamp, but without the starbucks name, it looks like mermaid/ocean coffee. They're hoping that their "starbucks mascott" is as recognizable without the starbucks name, and I dont think it is yet.

    Risky decision, but who knows? maybe they will save printing money on the logos, and people might like it more.
    Regardless, its just an image on a cup, doesn't change how the coffee tastes.

    January 5, 2011 at 4:23 pm | Report abuse |
  11. Aldoogie

    Looks like they're cutting down on printing costs of black ink on cups.

    January 5, 2011 at 4:30 pm | Report abuse |
  12. john kenyon

    ALOT OF EGO going on. hahhahah NAMELESS COFFEE. I guess they are just that good!
    The logo was lousy to begin with.. now with no name, there is something more to hate on top of their high prices!

    January 5, 2011 at 4:38 pm | Report abuse |
  13. WiggaSwagga

    What happened to the 4 dead bodies in New York!!!

    January 5, 2011 at 4:39 pm | Report abuse |
  14. Whatever

    Thats like taking the "IDIOT" Sticker off of Sarah Palin's forehead..What difference doest it make?

    January 5, 2011 at 4:44 pm | Report abuse |
  15. elo

    Watch out Starbucks, without your name on the logo some ultra religious group with say it is a picture of the anti-christ.

    January 5, 2011 at 4:49 pm | Report abuse |
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