Starbucks Unveils New Wordless Logo

(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.

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