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. elo

    Starbucks makes me sick anyway...their coffee is too acidic. The logo aint gonna change that.

    January 5, 2011 at 4:51 pm | Report abuse |
  2. ljmcb

    Cool! Cuts down on printing cost (only one color). Think they'll be cutting price?

    January 5, 2011 at 4:57 pm | Report abuse |
  3. JammyDevil

    oops! They have turned their highly recognizable coffee cup into a no-name brand you could find in a Dollar General store. BTW. I am from UK living in US for last 10 years. If someone had shown me the mermaid logo yesterday and asked what it was from wouldn't have a clue.

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

    amen, to the realist.

    January 5, 2011 at 5:27 pm | Report abuse |
  5. ThomasD

    Couldnt care any less. As long as quality beans and expert roasting go into my cup, it makes no difference whats outside the cup. Mmm, coffee sound good. BRB!

    January 5, 2011 at 5:30 pm | Report abuse |
  6. steve.steve

    Lame. Fail. Random.

    January 5, 2011 at 5:35 pm | Report abuse |
  7. Chris X

    Putting the new logo on everything has to be paid for somehow. Be prepared for their rediculous prices to go up.

    January 5, 2011 at 6:03 pm | Report abuse |
  8. kitty

    I think alot of these comments are ridiculous. I mean who cares what the cup looks like and for goodness sake it has nothing to do with the devil. All companies are trying to change things up a bit. I mean it got headlines that they changed the design and how good you not realize it is Starbucks. They had this woman on the cup earlier but just with the Starbuck name around it. People keep things in perspective.

    January 5, 2011 at 6:28 pm | Report abuse |
  9. Shoes

    Calm down people! It still looks exactly like it always has... like a mermaid clutching her ankles.

    January 5, 2011 at 7:28 pm | Report abuse |
  10. Gary

    Hey, if there's no name on the cup, then maybe people will forget about Starbucks.

    Remember, friends don't let friends drink Starbucks. As far as coffee,it ranks right up there with 'Seattle's Best' as the rankest coffee around!

    January 5, 2011 at 7:57 pm | Report abuse |
  11. Christopher Dycha

    I cannot believe that this is news worthy. cnn just gave a chain coffee house more free advertising than a Super Bowl commercial all because they changed the logo on a cup. Christopher Dycha

    January 5, 2011 at 8:28 pm | Report abuse |
  12. Christopher Dycha

    Given all of this free advertising and hype, they shouldn't have to raise their prices for a few years with all the money the "news" just saved them from their marketing budget. Christopher Dycha

    January 5, 2011 at 8:30 pm | Report abuse |
  13. mr. Ontopic

    naked ambition...a perfect position you might say. Witchcraft? Ahhh everyone of starbucks customers will vote for montel williams for senate in 2012? a perfect position she assumes i would say...great for local coffee houses as well. right rupert murdoch of FOX?

    January 5, 2011 at 8:38 pm | Report abuse |
  14. martin

    I love shamrocks coffee

    January 5, 2011 at 9:33 pm | Report abuse |
  15. Russ

    How bout they focus on the coffee. Another freaking disaster along with the ridiculous VIA instant coffee crap that they try to force on me every time I walk through the door. I just want a good cup of coffee!

    January 5, 2011 at 11:08 pm | Report abuse |
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