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
We’ve always believed the best days of Starbucks are ahead of us. So we’re excited to share with you where we’re going.
Nearly forty years ago – in a small retail space in Seattle’s Pike Place Market – Starbucks began its journey as a roaster and retailer of high-quality coffees from around the world. Back then, we sold only whole bean coffee – we wouldn’t begin offering espresso beverages in our stores until more than a decade later – but the Siren was as much a part of the Starbucks story as she is today.
On any given day here in Seattle, I might visit that original Pike Place store – but I might also drop in at our newly refurbished Olive Way store. The two store designs couldn’t be any more different – one harkens back to our heritage, the other looks boldly ahead to our future – but at their core, they’re identical, in that they retain the elements that have been true about Starbucks since the very beginning:
- A unique retail experience that creates a Third Place for our customers between their homes and places of work
- 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.
- 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.
Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.
As we look forward to Starbucks next chapter, we see a world in which we are a vital part of over 16,000 neighborhoods around the world, in more than 50 countries, forming connections with millions of customers every day in our stores, in grocery aisles, at home and at work. Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.
You’ll begin to see our evolution starting this Spring. And there will be much more to come, as we celebrate our 40th anniversary by honoring the millions of customers and thousands of partners who’ve made Starbucks such a welcoming presence around the world. We think you’ll like what you see."
Maybe its just because I am in the espresso industry that I see changes happen on a daily basis, but I really don't understand why over 850 people commented on his post - mostly bad too! Your not going to stop going to Starbucks guys, who cares what kind of cup the caffienated beverage that runs through your veins and helps you wake up in the morning comes in? As long as its flowing, drink up.
