starbucks logo update
starbucks logo update
jan 06, 2011

starbucks logo update

yesterday the most powerful brand in coffee, starbucks, unveiled a new simplified logo, which it will start using from march 2011 to coincide with the 40th anniversary of company. the new logo which was designed by starbucks in-house team together with lippincott does away with the starbucks coffee’ text and the outer ring – leaving only the siren in green.

starbucks logo update

following text from starbucks


‘when we first heard about the possibility of modifying the starbucks brand identity, our minds went wild with the possibilities. this was the project of a lifetime. the designers here at starbucks have such a love for this brand – it’s what drives our creativity.’


‘from the start, we wanted to recognize and honor the important equities of the iconic starbucks logo. so we broke down the four main parts of the mark – color, shape, typeface and the siren. after hundreds of explorations, we found the answer in simplicity. removing the words from the mark, bringing in the green, and taking the siren out of her ring. for forty years she’s represented coffee, and now she is the star.’

starbucks logo update

‘the details came next. the 20-year old logo was built in the early days of autotrace and it showed – points everywhere. we improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. when it came to her – the siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. we enlisted the branding firm of lippincott to help with these refinements, and give us a better global perspective on the entire identity system.’


‘the result is an evolved logo that celebrates the siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world.’ mike p., senior creative manager, starbucks

more information on the new starbucks image and reaction to it can be found here.

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  • glad to see they took advantage of this “chance of a lifetime” – truly inspiring design work there. I hope SB’s spent a lot of money on this designer’s bs.

    losing the text is a big mistake

  • There is really nothing constant in this world. Everything change just to meet the demands of the present situation. The day has come again for Starbucks. [url=]Starbucks siren left wordless with new logo[/url] has been rolled out for the 4th time. Starbucks is not going to officially begin using the new logo until March of this year. This is just one of many adjustments Starbucks will be making in honor of its 40th anniversary. Obviously, Starbucks was in no need of personal loans in order to finance the style change.

  • Its no necesary any more the word COFFE and STARBUCKS, everyone recognizes the logo and the color

    Aldo gnz
  • ctrl+c than ctrl+v ………..

  • @ Piotr Juszczak: They dropped the coffee word because they think it was limiting the brands potential to just coffee…

    Maybe this logo “formula” of iconic brands such as Nike and Apple is not for every brand out there. They need to be authentic more than trendy.

  • Why not have blank cups with four versions of the heat protectors / corrugated cardboard slips – each with a different logo then you can choose which logo you want on your coffee cup. Everyone is happy and the cups can be recycled easier.

    There, Starbucks you can have that on on me šŸ™‚

  • Can anyone explain me why there is no coffee word anymore? Where is the brown colour – wich brigns you coffee on mind.

    The combination of brown and green on white background was refreshing, now it is just ORGANIC and healthy – where is the pleasure and the kick?

    Piotr Juszczak
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