United States (March 9, 2011) - The world’s largest coffee chain unveiled its new logo as part of its 40th anniversary celebration. The logo change is the biggest alteration of the corporate logo since the coffee company’s beginnings in 1971 when it debuted in Pike Place Market in Seattle as a small premium coffee, tea and spice shop.
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Sea Nymph Remains Dominant Starbucks Logo Image
Now dominating the logo completely is the traditional sea nymph image while the words “Starbucks coffee” around the logo have been eliminated.
One reason for the change is that Starbucks now sells many products besides coffee and is increasing its international appeal while broadening its consumer product offerings.
Iconic Starbucks Logo Changes Over Time
The iconic logo was first altered in 1987 when the bare-breasted Siren’s color was changed from brown to green and became slightly more modest and stylized. The images was again refined in the 1990s as the company was expanding rapidly.
Today the Starbucks siren will have to go solo, no words to keep her company. In an effort to enter a new level of brand recognition - think Apple and Nike - Starbucks wants the logo to speak for itself without any words.
This is the fourth time that Starbucks has altered its logo and it has finally pared it down to the mystical sea mermaid all on her own.
New Starbucks Logo Continues to Embrace Company Heritage in 2011
According to the company’s CEO Howard Schultz, the new logo “continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.”
New Starbucks Logo 2011 continued:
And poised for future growth they are, with a variety of new products including their already very successful Via instant coffee product - which has generated $200 million - and intentions on a major move into the single serve premium coffee market.
With about 17,000 stores around the world including 11,000 in the United States, Starbucks is also growing rapidly with 1,000 new stores coming in China, stores opening soon in India, and about 100 to 200 new stores opening annually in the United States.
The new Starbucks logo is said to liberate the Siren from the outer ring which makes her more of a true welcoming face greeting customers worldwide.
Starbucks Unveils New 2011 Products for Specialty Coffee Lovers
Along with the new logo Starbucks unveiled a new cocoa cappuccino, a new coffee blend called Tribute and some miniature baked goods known as Petites.
Starbucks continues to be known primarily for its fine whole bean, fresh-roasted premium coffee of the Arabica varietal, and for changing American culture and now exerting a worldwide influence creating legions of gourmet coffee lovers.
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