Coffee chain Starbucks has unveiled a new logo, which it claims indicated its intention to expand beyond its core product.
The new logo no longer has the words “Starbucks” or “coffee” on it, just leaving the familiar image of a twin-tailed siren which is white on green.
The altered branding design is a result of Starbucks plans for the future. The firm said that in the near future “it’s possible we’ll have other products with our name on it and no coffee in it.”
However, as reported by BBC News, the decision to change the logo has come under heavy criticism by some brand experts. James Gregory, chief executive of brand consulting firm Core Brand said: “I think it’s nuts. What’s it going to be – the coffee formerly known as Starbucks?”
This is the first time the US giants have changed their logo since they floated on to the New York Stock Exchange back in 1992. The firm is already moving ahead in its plans to expand into other products and already sells ice-cream. It is also considering selling beer and wine at some US outlets.
Chief executive Howard Schultz told staff that the re-branding was a “meaningful update,” The Guardian reports.
“What is really important here is an evolutionary refinement of the logo, which is a mirror image of the strategy. This is not just, let’s wake up one day and change our logo.”