Starbucks has unveiled a new logo. The Starbucks Siren remains but the words Starbucks Coffee have been removed. Starbucks CEO Howard Schultz explained the change in a message posted on Starbucks' website today.
Nearly forty years ago - in a small retail space in Seattle's Pike Place Market - Starbucks began its journey as a roaster and retailer of high-quality coffees from around the world. Back then, we sold only whole bean coffee – we wouldn't begin offering espresso beverages in our stores until more than a decade later - but the Siren was as much a part of the Starbucks story as she is today.
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Throughout the last four decades, the Siren has been there through it all. And now, 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.
