Our Next 40 Years Begins Now

On Tuesday, March 8, Starbucks marks its 40th year – and as part of the celebration, we’ll start rolling out the new logo we announced a few months back.

The first place you’ll probably see the new logo is on the cup of your favorite beverage. It could be a while before the signage in your neighborhood store is changed – it takes a while to update 16,500 stores!  

For communication professionals and design nerds like me, this is an exciting time. Watching the reaction to any new logo is fascinating, because people can hold such passionate attachments to these marks. The comments on our Facebook page and blog posts were decidedly mixed – some of you don’t like the new look at all, some of you think you’ll love it once you get used to it. (Honestly, that was pretty much the reaction we were expecting.)  The verdict from the design community has generally been more positive, and even the voice behind the hilarious (but fake) Gap Logo Twitter account lent support.

For those of you who aren’t sold on the new mark, all I ask is this: give it time. As you start to see it out in the world, I hope you’ll start to appreciate the simplicity and elegance of the new design. I like the new mark because I feel that we’ve unleashed the Siren, a mythological figure who represents the romance and creativity that inspired the founders of Starbucks 40 years ago. I hope that unleashing that energy – that mojo – will keep us (and you) inspired for the next 40 years.

comments (55)

Comment FAQ

    • nujerooz
    • 3/7/2011 4:52 PM

    I'm looking forward to new great things w/SBUX!

    • mike_templeton
    • 3/7/2011 7:25 PM

    I've enjoyed Starbucks for years and it's been exciting to watch the company grow. I love the latest revision of the logo and can't wait to get my first cup with the unbounded siren. Also, I foresee a new Starbucks mug being added to my collection soon - anything special on the horizon for merchandise?

    • junpino
    • 3/8/2011 12:58 AM

    Nice move. Similar to Coke,Pepsi, Nike, etc. relying on the symbol alone to identify the brand. Definitely it will take some time for some people to get use to it. One thing though - I think a little of the black color from the past logo should have been incorporated somewhere in the all-green current logo. Maybe a black star on each side like the older logo? It would still be simple and clean. Or maybe... well, you get the point. Hey Starbucks - HAPPY 40TH!!! :)

      • cmolling
      • 3/8/2011 4:44 PM

      In reply to: junpino

      The new logo is......*****....I guess that would be the best to describe it. It certainly is not even close to comparison to Nike or Puma or the like. As the Siren is a Mythological icon, Starbucks has taken the Siren that was "theirs" are now made it to be generic, just another form of a mythological icon. Nike icon, is Nike. Puma is Puma. There is not several Nikes or Pumas, but here are several mythological icons and no the siren (the new Starbucks logo) is just as generic as all

        • FireYourGraphicDesigner
        • 3/9/2011 6:17 PM

        In reply to: cmolling

        Obviously the new logo and corporate "identity" bothers me enough to cause me to waste my time just to create an account to be able to leave a comment. I think the logo is a poor decision, and when people identify with something, they have feelings, history, and expectations that they associate with it. Poor decision. "If it 'aint broke....."

    • FromCanadaToParis
    • 3/8/2011 1:26 AM

    I was really in loooooove with the previous logo, putting it everywhere. This morning, i ordered my daily venti latte and had the (bad) surprise to discover the new logo :-( Happy Birthday anyway. Signed : a very loyal customer ;-)

      • cmolling
      • 3/8/2011 4:47 PM

      In reply to: FromCanadaToParis

      I couldn't agree more. I guess it is a sign to everyone that starbucks is becoming just another generic coffee, like all the other coffee spots and brands out there. Oh well. What a way to celebrate 40 years. Glad it isn't my birthday or anniversary. I think, if it was my anniversary, there'd be some seriour marriage counseling in store for us. YIKES! As much as I like Starbucks, I think other coffee spots should use mythological characters as their logos just to join the generi

    • ceoutdoors
    • 3/8/2011 7:08 AM

    i embrace change, but i can't say i am a supporter of the new logo. it looks like it belongs on a ship and doesn't embolize "coffee" at all. hopefully, starbucks, you are just changing the logo and not the way you brew coffee.

    • eveyluvvs
    • 3/8/2011 7:40 AM

    the new logo is ugly :( ! i understand the concept of wanting to make the logo simpler but the old logo was definitely better. i believe most people in the developed countries know what starbucks is and knows the logo for it.

    • CollegeDays426@aol.com
    • 3/8/2011 7:58 AM

    When are they going to change the logo on the apps

    • BetrayedinSeattle
    • 3/8/2011 9:07 AM

    41 yeas of Sonics > 40 years of ****** coffee. #Sellouts #YouAreAllSheep

    • lornova
    • 3/8/2011 12:31 PM

    It's a big mistake changing a globally recognized mark, and dropping the Company name. "What's the name of that company?" "Don't know, what about Siren Co?" Starbucks will just fade as a brand if the name is dropped. Then, the new logo is horrible. Bad, bad, bad, bad, bad marketing.

      • star10010
      • 6/2/2012 7:35 PM

      In reply to: lornova

      Completely agree! Customers have a relationship with the company name
      not the Siren. I read about who the woman was and just found out it
      is a Siren. A Siren? I don't think of a two-tailed mermaid when I go to
      Starbucks. I simply think of the company name and the coffee.

    • t1peters
    • 3/8/2011 1:35 PM

    My favorite logo will always be the original. It still appears on the original Starbucks store at Pike's Place Market in Seattle. Definately visit their Pike's Place store if you ever get the chance.

    • ArgusC
    • 3/8/2011 1:56 PM

    I embrace the change and the coffee. She really needs a name though.. what about a contest? ;-)

      • cmolling
      • 3/8/2011 4:49 PM

      In reply to: ArgusC

      Yes, let's let the name "Starbucks" go as well, and have a contest for a new name. Sounds like a great idea. Starbucks is out. Out with the old, in with the new. Let's do it right, all of it.

    • faheychap12@msn.com
    • 3/8/2011 2:47 PM

    I love this: "Without you, there is no us!" Starbucks you light up my life, even on the darkest, rainiest of days !" I preferred the earlier logo...but as long as you keep the quality, no big deal! Congrats on 40!

    • tome2l8
    • 3/8/2011 3:30 PM

    Thankfully there are 165,000 stores, when I'm to the point of desperation JUST prior to going Postal I'll break down and grab a cup of Joe from ONE of the 165,000 outlets. Now days I'll buy my own from local roasters in my area. I enjoyed (back in the day) when Starbucks offered different blends DAILY of drip, I NEED to be to the point of going postal before stepping foot inside an outlet. You HAD done wonders for my portfolio and I do appreciate it. NOW you can be just as generic

      • cmolling
      • 3/8/2011 4:52 PM

      In reply to: tome2l8

      I guess the "generic" theme has definately stuck on the new logo and Starbucks. You asked for it Starbucks and here you go. Too bad. Sometimes, out with the old and in with the "trendy" is not so great. I vote we rename Starbucks - Siren Coffee - actually sounds better and hey - coffee= awake, alive, etc.... Siren = awake, attn., alive, get going....Yeah............ SIREN COFFEE ------New name for Starbucks. I am passing it around my town and beyond.

    • thisismyplanet23
    • 3/8/2011 4:09 PM

    Woooooohoooooooo - Starbucks you are awesome - much love to your tall iced starbucks doubleshot sweetened - tall iced coffee with ratio misto - tall vanilla misto - you are our morning and our happy - the Quatro

    • bunnicakes
    • 3/8/2011 6:38 PM

    Happy 40th Birthday! My grandfather turns 97 on Sunday, and my mom turns 70 on Saturday, and my son just turned 19 on the 5th, so March is an extra-special month for me. We already have our order in for the Tribute Blend. The siren is lovely--long may she inspire.

    • sjgalli
    • 3/8/2011 6:48 PM

    Not a fan of the new logo, but I guess I'll get used to it. I love the history and start of Starbucks (did a great case study on the company for college business) I'll still stop in daily for my cup of iced mocha as long as that doesn't change. I agree with an earlier comment about Starbucks becoming too trendy. Maybe less logo, should mean cost reduction!

    • warwoman
    • 3/9/2011 4:03 AM

    I LOVE the new look. I think it's catchy. I have already bought 2 cups. I also like the Tribute taste. Keep it up!! *****

    • boniboo
    • 3/9/2011 5:05 AM

    Old design new design. As long as you don't change the coffee I'm good. I go to Starbucks for the coffee not the cup. : P

    • chuckgreg
    • 3/9/2011 7:56 AM

    To keep it brief, the new logo sucks and I hate it. There was no reason to change it and you probably wasted millions of dollars to come up with it.

    • dwherry
    • 3/9/2011 8:29 AM

    Definitely not a good move. It is not appealing in any way, shape or form! I can understand new marketing ploys, but the new logo is too simple and does nothing for me. What was wrong with the last logo? It was simple and told everyone whose coffee you were drinking! Sometimes it's best to leave a good thing alone!

      • star10010
      • 6/2/2012 7:39 PM

      In reply to: dwherry

      I completely agree! The new logo is plain and by taking off the company
      name it looks like some random chick. Who is this chick? Oh, I just found out today that it is a Siren. Really? Has nothing to do with coffee. However, at least
      the last logo had the company name so know one can get confused.

    • gjwilcox
    • 3/9/2011 10:14 AM

    I have no problem with the new logo but one question for Starbucks: WHERE'S THE NAME? I'm not convinced the siren is strong enough on it's own with the name. Perhaps you should have just redesigned the logo and dropped coffee to indicate a broader product offering. Let's hope you review your decision...soon.

    • normsch1
    • 3/9/2011 10:55 AM

    Does it matter..REALLY? I count about 26 people (so far) that need to get a life. It would be news if a free mug or cup of coffee were being offered to celebrate, but alas, the sheeple will respond.

    • nicolekhays
    • 3/9/2011 3:46 PM

    Congrats on 40 years and becoming an icon of Seattle. I do have to say though....the new logo looks like Fisher-Price made it. If you're going for a younger crowd I guess you got it right on

      • firefox852
      • 3/10/2011 2:26 AM

      In reply to: nicolekhays

      But the problem is that even people in the younger crowd, like my friends and I (although we're turning 18 soon but anyway), dislike this new logo..... The previous logo was so much more elegance looking and 'starbucks-y'! This new logo seems a bit too... simple and commercialised.. I was quite shocked when I saw this new logo this morning.

    • babueter
    • 3/9/2011 5:02 PM

    I didn't like the logo change at first, but after setting up the new merchandise it looks awesome! Just like anything new it's takes getting used to. Very bold to lose the Starbuck's name. Good luck and "Happy Birthday, Starbucks".

    • FireYourGraphicDesigner
    • 3/9/2011 6:25 PM

    That's part of the problem.... they are forgetting their roots, like Pike's Place. That is what Starbucks was about. Nothing like going to the Pike's Place cafe and enjoying coffee with cool people in some crappy Northwest weather. Yet, instead of trying to keep the company simple and down to earth, it's becoming VERY commercialized and has really lost that welcome feeling. I think aliens have taken over the company.

      • star10010
      • 6/2/2012 7:46 PM

      In reply to: FireYourGraphicDesigner

      LOL! It does look like aliens took over the company logo! The last logo
      had a warm feeling. This new logo is plain and VERY commercialized.
      What about people that don't even know what Starbucks sells or even is?
      Some people might think the logo stands for some strip club or
      something with the Siren on there. I didn't know it was a Siren until today
      "when I looked it up."

    • deadgirrrl
    • 3/9/2011 7:55 PM

    I'm loving the new logo, saw it for the first time this morning on my hot Venti cup. I'll tell you something- I do not have the greatest eyesight, nor am I particularly observant, but I never miss a Starbucks location when I am out driving. I can spot the logo from a mile away! Can I get free lattes for a year if I tattoo your new logo on my arm? ;-)

    • Archena
    • 3/9/2011 8:43 PM

    A big congratulations to Starbucks!!! I hope to see your iPhone app updated with the new logo too!

    • ppfooie
    • 3/10/2011 11:51 AM

    I agree with the poster who questioned the wisdom of dropping off the name and that the siren on her own may not be enough to associate with Starbuck's. That said, I know the siren, always recognize her visually, and she was my angel of comfort for a decaf latte for two weeks in China where I couldn't find decaf anywhere else. So, for those of us in the know, the siren-symbol-formerly-known-as-Starbuck's-Coffee is enough. For newbs, maybe not so much.

    • 6034426556880728
    • 3/10/2011 8:57 PM

    You've managed to step forward without losing the recognition we've come to attach to a VERY persuasive Siren :). I likey!! (and I was talkin' aboutcha behind your back!! http://bit.ly/id8Uv9)

    • mongillo
    • 3/11/2011 6:51 PM

    Very excited for the next 40 years

    • iamkiki
    • 3/12/2011 3:33 PM

    While I am excited about the future of the company, I really hate the new Logo. I will think twice before buying any more logo items from Starbucks.

    • Junior298
    • 3/13/2011 7:10 PM

    It looks refreshing and simplified now compared to the past logo’(s). ‘Starbucks’ could now use this new logo on other kinds of merchandise items now produced by ’Starbucks’ that are not specifically associated to ‘Coffee’ products. Think I’ve read something about that somewhere though. I like the new logo too! Happy 40th.

    • BaristaSette
    • 3/15/2011 10:45 AM

    Starbucks, this was a big mistake, changing your logo. Everybody already knows Strbucks as the old logo, which looked WAY better. It was a bad move. The old logo had Starbucks Coffee (the word) on it, which let new costumers know it was from Starbucks. I am a regular at Starbucks, going there about 3-5 times a month. Another thing Starbucks should fix is the new drive through menu they have. It came out a few months ago, and it does not emphasis the fact that they do sell tall sizes.

    • spencerm21
    • 3/15/2011 11:50 AM

    LOVEEEE the new logo! why do people have to hate on it so much, get a life people!

    • Anton604
    • 3/15/2011 3:45 PM

    Wow, although this may not be the greatest decision IMO, it is great marketing and the buzz factor probably even better. I actually registered for a Starbucks account just to post this entry. What excites me more is the name. Seeing it in the footer of this site does something mystical for me. Star - Bucks ... wild name for coffee & more! I can't wait to walk in to a local de-named store to see how it grabs me.

    • rachaelpaige85
    • 3/16/2011 11:08 AM

    Love Starbucks and am a VERY loyal customer, but I hate the new Logo. Have tons of Starbucks merchandise at home, but if this new logo will be appearing on all the merchandise I can honestly say I won't be purchasing any more. Ugly and generic. Period. Sorry.

    • mcastuera
    • 3/17/2011 9:24 AM

    I love the new Birthday Cake Pop! Crazy about it! Way to Go SB!!!!!

    • nytesong
    • 3/21/2011 10:35 AM

    I absolutely adore Starbucks--have been drinking the very same drink (Tall, non-fat raspberry mocha) for nearly 14 years now and have only deviated on occasion (most recently for that delicious Salted Caramel Mocha) but I do not adore the new logo. I absolutely hate it. Every time I see it I have to mention to whoever I am with how much I hate it. Or tweet about how much I hate it. I think you should be proud to have your name on your logo--and not take it out just because of naysayers.

    • Ohhlalalove
    • 3/28/2011 8:21 AM

    I think the siren as part of Starbucks' logo isn't much of a common knowledge unless you're a regular customer or you might have actually paid attention or researched about the details of their logo. 2nd, comparing this new logo to that of Nike's and Puma's, this logo is more complicated and will be less likely to be remembered. Nike only has that "check mark" and Puma has got a leaping cougar. Starbucks' logo has a frame within a frame and several lines that I t

      • Ohhlalalove
      • 3/28/2011 8:28 AM

      In reply to: Ohhlalalove

      P.S. Starbucks' logo has a frame within a frame and several lines that I think is quite hard to remember. Also, at first glance, the siren won't be easily recognized as a siren. I think promoting and familiarizing their target market will be a great challenge for the company. Personally, I'm neutral about this change. I'm more curious about the changes they're planning after releasing this new logo and how will they be able to retain this logo to the customer's mind. Happy

    • Estherpla
    • 5/9/2011 5:01 PM

    I love the new logo.....but not nearly as much as I love my Vente Soy Latte! Just keep doing what you do. I finished "Onward"........awesome....motivating....anything is possible. Thank you Howard. BTW- I never stopped buying Starbucks ever....for Latte of for home use. Nothing is better and there is no other way to wake up.

    • mollonx@yahoo.com
    • 5/23/2011 4:16 AM

    Somehow, I still love the older version with the black outline.

    • star10010
    • 6/2/2012 7:33 PM

    I like the 1992 logo much better than the new logo of 2011. The reason for
    this is because a two-tailed mermaid does not remind me of coffee or
    even want coffee. However, when I hear or see the word Starbucks I know
    what I want and know what I am getting. The logo was much better when
    it included the word "Starbucks" in it. Plus the logo looks very plain now
    that it's just the Siren. Customers do not have a relationship with the
    Siren, they have a relationship with "Starbucks."

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