(Target logo article updated with comment from company.)NEW YORK ( TheStreet) -- Target ( TGT) is following in the footsteps of Starbucks ( SBUX), quietly shedding its name from its iconic bullseye logo. The discounter removed the word "Target" from its Web site, leaving its well-known, red-and-white bullseye to speak for itself. Apparently, according to Target, the company has been going sans-words for several months. "Target uses both logos -- with and without the Target name -- for different purposes and has been doing so for some time," a spokesperson for the company said.
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 noted 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. Gap ( GPS) had also attempted to change its logo in October, but decided to return to its original version after significant backlash from consumers and marketing gurus. "Ultimately, we've learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we've made the decision not to use the new logo on gap.com any further," said Marka Hansen, the president of Gap Brand North America, in a statement posted on the company's Web site. --Written by Jeanine Poggi in New York. >To contact the writer of this article, click here: Jeanine Poggi. >To follow the writer on Twitter, go to http://twitter.com/jpoggi. >To submit a news tip, send an email to: firstname.lastname@example.org.