Starbucks drops name from logo

Starbucks has dropped its name from its logo as the company prepares to expand its product range.

/f/o/o/starbucksnew160.jpg

The Starbucks Coffee name that encircled the green mermaid has been replaced in favour of a larger image.

Howard Schultz, Starbucks’ chief executive, says the new logo “is more suitable” for the future of the business but still “embraces and respects” the company’s 40-year heritage.

“We’ve allowed [the siren] to come out of the circle in a way that I think gives us the freedom and flexibility to think beyond coffee,” he says.

The company has already moved away from its core coffee offering by introducing branded tea, smoothies and food. It has also launched a music arm releasing records by Paul McCartney and Bob Dylan.

The diversification has helped Starbucks reverse falling sales suffered during the worst of the global recession. An increase in customers and spend helped lift profit by 86% in three months to 3 October. Revenue increased 17%.

Starbucks’ name-less logo matches those of brands including Nike and Apple.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now