CHICAGO (AdAge.com) -- Starbucks Corp. today unveiled the latest iteration of its logo -- a move that CEO Howard Schultz said signalled the java giant's intent to "think beyond coffee."
Starbucks revealed the logo -- which drops the green ring with the text "Starbucks Coffee" and more prominently displays its famed siren -- to employees in its Seattle offices and on a webcast. Mr Schultz said in a video post on the company's website that while allowing the siren to come out of the circle indicates Starbucks' intention to broaden its focus, "make no mistake: We have been, we will continue to be and we always will be, the world's leading purveyor of the highest-quality coffee." In a blog post today, Mr Schultz said: "Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well. ... You'll begin to see our evolution starting this spring." He didn't say what products were in the offing, but it's clear the company has had its sights set on being more than a coffee chain for a while. It is once again selling breakfast sandwiches, which were once banned because the smell supposedly infringed on the coffeehouse atmosphere. The new logo is part of a celebration of Starbucks' 40th year, and it is the fourth in the company's history. Starbucks revamped the logo in 1987 by dropping the brown and embracing green; it also changed the formerly bare-breasted siren to a more modest sea nymph. The company again modified the logo in 1992. There have been a number of high-profile logo changes in the past few years; Pepsi-Cola, Tropicana and Gap all tweaked their iconic symbols. Notably, all have received further tweaks since the initial rollouts. Pepsi-Cola, which initially rolled out three different smiling logos, scaled back to just one. Tropicana reverted to its straw-in-an-orange imagery after consumer outcry and a drop in sales. And Gap quickly scrapped plans to roll out a new identity when consumers panned the logo's Helvetica...
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