Starbucks unveils new logo
The Starbucks mermaid has ditched the text and gone minimalist chic.
The Seattle-based coffee chain unveiled a new logo Wednesday to mark 40 years of brewing. The revamped look features the familiar mermaid, but eliminates the company’s name. The change marks a major milestone for the java giant as it joins companies like Nike and Apple as a company that doesn’t need words for instant brand recognition.
In a message to customers, Starbucks CEO Howard Schultz said of the logo’s evolution: “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.”
Full story at Seattle PI.
