Starbucks recently unveiled its new logo. It is a new version of the old logo. To me the most striking difference in the redesign is that they have taken out the words in the old logo. No more does it say Starbucks Coffee on the logo. Due to declining sales, profits and stock price, I imagine that the redesign of the logo is so that they can expand into different product lines, including more non-Starbucks store retail products. Without the word coffee on their logo they would probably have an easier time introducing more non-Starbucks store retail products. If this is their plan, the new logo could also make it easier for Starbucks to brand themselves as a food, beverage or “other” products company, not just a purveyor of fine coffee.
What do you think of the logo?