This is the explanation of the logo change from the CEO of Starbucks. Seriously? It needs an explanation? the pulled the image from the centre of the cup an took out the Starbucks Coffee and Tea writing. Clearly they are saying "our brand is SO recognizable that you don't even need to have the wording on the cup".
Here is what Howard S. - Starbucks chairman, president and CEO had to say on the Starbucks website.
Looking Forward to Starbucks Next Chapter
- A carefully crafted offering of the finest, high-quality coffees from around the world
- The emotional connection that our partners make daily with our customers.