Starbucks drops ‘coffee’ from logo as it eyes brand extensions

Starbucks has unveiled a revamped global brand identity as part of a plan to mark its 40th year in business and expand the brand beyond coffee.

The multi-million pound refresh of the world’s largest coffee chain sees the brand’s famous seafaring logo shift from being green and black to solely green. The outer circle of the logo with the words ‘Starbucks Coffee’ has been ditched, giving the siren figure more prominence.

Howard Schultz, the Starbucks Chairman, President and Chief Executive, said the company was at a “very important point” in its history and was seeking a “new blueprint for profitability”.

“Even though we have been and always will be a coffee company and retailer, it’s possible that we’ll have other products with our name on it but no coffee in it,” he said.

The move marks the third time the brand has changed its logo since its launch in 1971 in Seattle. The activity will be promoted through a global print and digital campaign in March, created by BBDO.

Steve Barrett, the Starbucks global creative vice-president, said the new look had tested well with loyal consumers so he did not expect his company to have a similar experience to Gap which launched a new logo last year before returning to the original one after widespread criticism.

“Customers said [the new logo] had positive associations around optimism, doing good and sustainability,” said Barrett.

The new logo comes months after Starbucks revealed plans to introduce wine and beer to offer consumers more choice in the evenings. At the time it was reported that Starbucks would start serving alcohol from 4 pm onwards. This is expected to change the way the business works as Starbucks currently makes 70 per cent of its money before 2 p.m. daily.