Those who know about me and my relationship to Starbucks will know this couldn't go unnoticed by me. Here is Howard Shultz explaining about the evolution of the brand logo and its' heritage.
As the debate goes on Schultz partially explains why they got rid off the text on the logo. The 'Coffee' label is removed because Starbucks offers more than beans, namely; boxed tea, bottled beverages, Baked goods, Merchandise, Smoothies, etc.
What does it tell me? It appears to me the two tailed siren almost reaches out of its framed logo trying to comunicate and convince (as the myth goes) its consumers to take a sip of her magical beverage. But hey, who knows. All I care is that my coffee is the best quality coffee there is.
The evolution of the Starbucks logo
and in terms of business, despite the 900 store closures since 2008 Starbucks still remains the largest coffehouse company in the world, with over 16,858 stores in 50 countries, 11,000 in the US alone
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