Starbucks Siren Going Solo

The Seattle-based coffee giant unveiled a new look for its logo Wednesday 5th of Jan, eliminating the company’s name from around the iconic mermaid that has long graced paper cups and merchandise.

In a message to customers, Starbucks CEO Howard Schultz said of the logo’s evolution: “Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.”

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