January 2011

new test from swayam

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test english- GB blog post entry

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test english blog post entry in en-US

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new test blog post in en-gb

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So, Who is the Siren?

Great question. It’s one we kept asking ourselves during the evolution of our logo (and yes, that’s right, a writer was involved in a logo project). We all needed to really, deeply understand for ourselves who she is.

So, a little history.

Let’s go all the way back to 1971, to when Starbucks was first coming to be. In a search for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on. Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. There was something about her – a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began.

Over the last 40 years we’ve made some changes to that identity. Now we’re doing that again, to keep ourselves relevant as we evolve without ever losing sight of our heritage. But the Siren has always been there. She is at the heart of Starbucks.

As a writer, though, I can tell you that there is a lot more to her than just the design and how she looks. This is what she means to me, and to us.

She is a storyteller, carrying the lore of Starbucks ahead, and remembering our past. In a lot of ways, she’s a muse –always there, inspiring us and pushing us ahead.

And she’s a promise too, inviting all of us to find what we’re looking for, even if it’s something we haven’t even imagined yet.

She means something different to every one who sees her, who knows her. For me she’s kind of the final say on the spirit of everything I write and everything we do. Even as I’m writing this, I wonder what she thinks. (She likes it, by the way.)

Here we are today. Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks. For people all over the globe, she is a signal of the world’s finest coffee – and much more. She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?

Not me.

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“Trenta” Means More Refreshment

Trenta

As you may have heard, we’ve launched a new, 31 oz cold cup size called "Trenta," which will be available in all of our U.S. stores by May 3. We're excited to offer this larger size to our iced coffee and Tazo® iced tea fans out there. (And if you are a fan, don’t worry – unsweetened drinks in this new size will still have about 90 calories, while sweetened versions will have about 230 calories.)

So, why did we launch the Trenta? We listened to you. You told us on My Starbucks Idea and through your purchases that you love refreshing iced coffee and tea beverages but want them in a larger size. Did you know that over 60% of our iced tea customers currently order our largest size, the 24 oz Venti?

Now you iced coffee and tea fans can enjoy more refreshment – a Trenta offers seven more ounces than a Venti at a cost of only 50 cents more!

Starting this month, Trenta cups will be available for our friends lucky enough to see the sun more often these days – those of you located in the sun belt. The rest of our stores will receive Trenta cups later on as summer rolls in.

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The Entertainment Best of 2010

Herein lies the top picks of 2010 as chosen by our small but devoted music entertainment team:

From: David L
Subject: call for Top Ten lists for 2010. . .

Hey, I was gonna put our individual 2010 year end Top Tens on a blog posting. It’s one more thing to do, trust me I know, but it would be kind a cool to have the entire music team’s picks. End of the week?

Thanks,
drl

- - - - -

From: Kelly B
Subject: RE: call for Top Ten lists for 2010. . .

Here’s mine, although I reserve the right to change it at the last minute! :)

Sleigh Bells – Treats
Efterklang – Magic Chairs
Aloe Blacc – Good Things
LCD Soundsystem – This Is Happening
The Walkmen – Lisbon
Pastor T.I. Barrett & the Youth for Christ Choir – Like a Ship (without a Sail)
Siskiyou – Siskiyou
Bob Desper – New Sounds
The Head and the Heart – The Head and the Heart
Glasser – Ring

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From: Holly H
Subject: RE: call for Top Ten lists for 2010. . .

OK, I think I can do this on the fly... there were definitely a handful that perfectly stubbornly dominated my listening.

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newest test 001

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