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." Removing the word coffee from its logo is "an important step," Michael A. Yoshikami, president and chief investment strategist at YCMNET Advisors, told TheStreet.