Seattle coffeemaker Starbucks has released a new logo — that drops the words encircling its iconic sea nymph and gives her a few subtle updates. The company’s new 40-year anniversary logo is seen on a cup at right. Other cups bearing the company’s logo from over the years, from left, 1971, 1987, and 1992, are also shown.
Starbucks revealed the logo Wednesday to a cheering crowd of employees in its Seattle offices and on a webcast and plans to bring it to stores in March to coincide with the company’s 40th anniversary.
“What is really important here is an evolutionary refinement of the logo, which is a mirror image of the strategy,” said Howard Schultz, CEO of Starbucks. “This is not just, let’s wake up one day and change our logo.”