Brand Evolution FAQs
Why the change?
Ever since we opened our first store in 1971, Starbucks as a brand has been evolving. And as we get ready to celebrate our 40th anniversary, there’s never been a better and more exciting time in our history to move forward, to be innovative and still represent the heritage and values of our company.
Who is the Siren?
The Siren has been a part of Starbucks from the beginning. Her image, originally derived from a twin-tailed siren in an old sixteenth-century Norse woodcut, was at the center of Starbucks original logo. She embodies Starbucks and our coffee – evoking coffee’s allure and its seafaring tradition.
Why now?
We view our 40th anniversary as an opportunity to better express what Starbucks represents to our partners and customers, encompassing our vision for the future, while honoring our coffee heritage.
Why is “Coffee” no longer in the name?
Our new brand identity will also eliminate ambiguity in our non-coffee products. For instance, in some of our international markets, we offer teas called “Starbucks Coffee Tea” – a label that is confusing, because there’s no coffee in it!
When will I see this in stores?
The new brand expression will co-exist with our current one for some time. Customers will first see new promotional merchandise and paper goods in March 2011, with additional elements coming in over time.
Back to starbucks.com/preview.
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