Starbucks Corp. is giving its siren a facelift.
The world’s largest coffee company is unveiling a new logo that drops the words encircling its iconic sea nymph and gives her a few subtle updates.
Starbucks says the changes amount to more than nips and tucks to its favourite lady. The fresh look goes with a new direction for the company as it makes its way back from its toughest times in its 40-year history.
Prior versions of the logo helped build Starbucks into one of the world’s best recognized brands, and the company felt it no longer needed to reinforce its name at every turn. The new wordless logo also is better suited to the company’s expansion beyond coffee into a wider array of business lines and into more international markets.
Starbucks plans to bring the logo to stores in March to coincide with its 40th anniversary.
This is the fourth version of Starbucks’ logo since the company’s beginnings as a small coffee, tea and spice shop in Seattle in 1971.
The first update came in 1987, taking the original bare-breasted siren in brown to a more stylized — and modest — version in green as the company began to expand. The image was further refined in the 1990s as the company went public and its growth soared.
Starbucks looked to companies like Nike Inc. and Apple Inc., which had earned the clout with consumers to drop the words from their logos. And it closely watched the missteps of others, such as Gap Inc., which launched a new logo in October only to withdraw it after harsh criticism by customers.