To coincide with its 40th anniversary, Starbucks unveiled a new logo today that removes the words encircling its iconic siren. The updated logo will be featured on products starting in March, and the siren will be a bit larger now that the name “Starbucks Coffee” won’t be surrounding it.
According to chief executive officer Howard Schultz, the revised logo reflects the company’s growing emphasis on selling Starbucks-brand products in grocery stores and other channels in addition to its retail stores, as well as its further expansion into offering more non-coffee drinks.
The million dollar question: Is the Starbucks "siren" recognizable enough on its own that the text isn't necessary?
My opinion: I am not a fan of making a change just to make a change. This wasn't a major redesign (thank god), but still a major change from the logo we have all been looking at for 19 years (see Illustrated history). The new logo looks a bit naked now. ••••