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Starbucks serves up new logo, ditches 'coffee'

by Matt Berger
Friday, January 7, 2011 - 13:51

Starbucks unveiled a new logo this week that features its trademark Siren front and center, and sheds the words "coffee" and "Starbucks." The new logo is the fourth in series of evolutionary changes since the coffee roaster opened its first store nearly 40 years ago in Seattle's Pike Place.

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Matt Berger is the Digital Director at Marketplace.
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James's picture
James - Jan 9, 2011

When I hear Starbucks I think Coffee, Hang-out and Health insurance for part time employees.

Paul A Gillin's picture
Paul A Gillin - Jan 9, 2011

Until now I have never really thought about their logo. Hope they don't raise my coffee's price to pay for the change(s)!

Steve Herrington's picture
Steve Herrington - Jan 7, 2011

Looks good...modern. Also, it allows Starbucks to diversify, loosening its link to coffee as its primary product.

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