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.