Get SF Weekly Newsletters

Wednesday, January 5, 2011

New Starbucks Logo Avoids Mentioning Coffee. Or Starbucks

Posted By on Wed, Jan 5, 2011 at 1:47 PM

click to enlarge Evolution of the Starbucks logo. - STARBUCKS.COM
  • Evolution of the Starbucks logo.

Our favorite morsel from the blogs.

Starbucks today 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.
Translation: Would you like a salumi plate to go with that venti Syrah?

Follow us on Twitter: @sfoodie. Contact me at

  • Pin It

Tags: , , , , , ,


Subscribe to this thread:

Add a comment

Popular Stories

  1. Most Popular Stories
  2. Stories You Missed
  1. Most Popular

Like us on Facebook


  • clipping at Brava Theater Sept. 11
    Sub Pop recording artists 'clipping.' brought their brand of noise-driven experimental hip hop to the closing night of 2016's San Francisco Electronic Music Fest this past Sunday. The packed Brava Theater hosted an initially seated crowd that ended the night jumping and dancing against the front of the stage. The trio performed a set focused on their recently released Sci-Fi Horror concept album, 'Splendor & Misery', then delved into their dancier and more aggressive back catalogue, and recent single 'Wriggle'. Opening performances included local experimental electronic duo 'Tujurikkuja' and computer music artist 'Madalyn Merkey.'"