The fourth version of Starbucks’ logo appeared on cups yesterday. Store signs are in the process of being changed.
(Ted. S Warren/ Associated Press)
As Starbucks turns 40, a leaner logo
The fourth version of Starbucks’ logo appeared on cups yesterday. Store signs are in the process of being changed.
(Ted. S Warren/ Associated Press)
SEATTLE — Starbucks customers saw something new yesterday as they sipped their coffee: The company had rolled out its new words-free logo on all cups. Signs also changed at a handful of stores, with more to follow.
Starbucks is updating its logo in conjunction with its 40-year anniversary.
Starbucks also introduced new coffee flavors and baked goods yesterday as part of the celebration. In addition, it plans to roll out its Via instant coffee in China in April, The Wall Street Journal reported.
The new products include a cocoa cappuccino, a new coffee blend, and a line of dessert treats called Starbucks Petites. They include mini cupcakes and “cake pops,’’ small sweets on a stick.
The new logo, which drops the words “Starbucks Coffee,’’ is better suited to the company’s expansion beyond coffee and cafes into a wider array of products sold at other retailers, the company says.
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. The first update came in 1987, taking the original siren in brown to a more stylized 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.
© Copyright 2011 Globe Newspaper Company.
