Starbucks Unveils New Logo

Starbucks unveiled its new logo, one that keeps the chesty, tiara’d mermaid grasping the double fins of her tail (the company calls her “the Siren”) but dumps the company name along with the word “coffee.” From Seattle Weekly’s Curtis Cartier:

The un-bordered, crowned siren logo stands alone, free from the bonds of reminding anyone what it means ― an undeniable icon like the Nike “Swoosh” or the Target “Target.”

In a statement on the company’s website, CEO Howard Schultz described jettisoning the word “coffee” this way:

Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well ― and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution.

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