This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Starbucks Unveils New Wordless Logo

Stocks in this article: SBUX PEP CLX

(Stabucks new logo report updated with background on the company's non-coffee offerings.)
SEATTLE ( TheStreet) -- Starbucks (SBUX) unveiled a new logo Wednesday.

In a video posted on the Starbucks Web site, CEO Howard Schultz talked about the symmetry of updating its emblematic logo on the 40th anniversary of the company in March.

Starbucks' revised, streamlined logo removes the outer green circle that bares the Starbucks Coffee name, enlarging the inner siren, sometimes referred to as a sea nymph, in the company's signature green hue.


Schultz said "this new evolution of the logo does two things that are very important. It embraces and respects our heritage and at the same time evolves us to a point where we feel it's more suitable to the future."

The CEO pointed out that the original Starbucks logo was brown, but was changed to green in 1987. It has gone through two other small changes since then. But now "the world has changed and Starbucks has changed," he said.

"The new interpretation of the logo at its core is the exact same essence of the Starbucks experience. And that is the love we have for our coffee, the relationship we have with our partners and the connection we build with our customers. What I think we've done is we've allowed her to come out of the circle in a way that I think gives us the freedom and flexibility to think beyond coffee. But make no mistake. We have been, we will continue to be, and we always will be the world's leading purveyor of the highest quality coffee."

One way Starbucks has been expanding beyond coffee is through its Via Ready Brew product line, instant coffee served in preportioned single-serve packets. Via was introduced last year to a surprisingly warm reception from customers. Earlier this week Starbucks rolled out a new variety of Via, a French Roast blend, now available at all Starbucks stores in the U.S. and Canada.

The coffee shop chain also offers customers artisan breakfast sandwiches, such as veggie, egg and Monterey jack cheese, and bacon, egg and gouda, along with other food items such as cookies, pastries and other snack foods.

For years it has sold coffee paraphernalia such as coffee mugs, tumblers and hot drink holders, as well as CD compilations of music played in its stores.

Starbucks said its brand is so ubiquitous it no longer needs to display its name around the logo in order for customers to recognize it. A logo without words also reflects Starbucks' expansion plans in China and other international markets, it said.

1 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs