Starbucks removes the text from their logo and puts the focus on the siren, as the next move in their campaign to "unbrand" themselves to consumers.
Hold onto your cups! Starbucks revealed a refreshed version of its logo today to celebrate its 40th anniversary, notably, with all text denoting this as "Starbucks Coffee" dropped from the image. As CEO Howard Schultz explains in this video, the siren has been at the heart of the brand for four decades, so it was time to give her a promotion:
We’ve given her a small but meaningful update to ensure that the Starbucks brand 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.
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