Starbucks Celebrates 40 Years With New Logo

Handout image of progressive changes to the Starbucks ... Reuters

Starbucks is giving its famous logo siren a facelift.

The world’s largest coffee company is unveiling a new logo Wednesday that drops the words encircling the sea nymph and gives her a few subtle updates.

Starbucks says the changes are more than cosmetic. It’s a fresh look for the company as it makes its way back from its toughest times in its 40-year history.

The company says its brand has become so widely recognized that it no longer needed to reinforce its name at every turn. And the wordless logo is also better suited to the company’s expansion beyond coffee into a wider range of business lines and into international markets.

Starbucks is showing employees the logo Wednesday and plans to bring it to stores in March.

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.

For the original logo, the founders of Starbucks were looking for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots.

Poring over old marine books, they found a 16th century Norse woodcut of a twin-tailed mermaid, or siren.

The first update then 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.

“Our new evolution liberates the siren from the outer ring, making her the true, welcoming face of Starbucks,” the company said on its website.

Reuters & AP

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