Starbucks Unveils a New Logo

During its 40 year history, the logo of Starbucks has evolved in relation to the coffee company superpower’s international growth and influence. Howard Schultz, Starbucks chairman, president and chief executive officer announced today on its Website his future vision of the brand, which includes the launch of Starbucks’ newest logo redesign (shown below). The new logo drops the “Starbucks Coffee” text, and allows the familiar Siren (a 16th century Norse woodcut of a twin-tailed mermaid) as a stand-alone symbol of Starbucks.

“Over the last 40 years we’ve made some changes to [the Starbucks] identity,” says Starbucks representative Steve M. on its Website. “Now we’re doing that again, to keep ourselves relevant as we evolve without ever losing sight of our heritage. But the Siren has always been there. She is at the heart of Starbucks.”

To see other examples companies who have changed their look over the years, click here.


"The Siren and Her Many Ways" from a 16th century woodcut to today.


The new Starbucks logo, sans the "Starbucks Coffee" text.


Starbucks cups throughout the years.

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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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