Starbucks: New logo without company name and "coffee
Starbucks is changing its long-standing logo and dropping the company name and the word "coffee". The majority of experts were critical of this move.
The new logo of the world's largest coffee house chain, which was unveiled on Wednesday according to the SDA news agency, is green and, as before, shows a siren - a mythical creature that dragged sailors to their deaths. It is the first time since Starbucks went public in 1992 that the company has changed its logo.
For some experts, the coffee giant's move is not without danger. They recall the failed attempt by the clothing company Gap to do without the name in its logo. However, the change is unlikely to have any impact on coffee sales for the time being, say other American advertising experts. Meanwhile, the number of critical voices from self-proclaimed Starbucks fans on the company's website is increasing. Many are demanding the name back in the logo, or at least want to see the word "coffee" in the logo.
Starbucks boss Howard Schultz defended the move: "Although we will always be a coffee company, it is possible that we will offer other products without coffee in them in the future." Starbucks is just one of many companies that manage without a name in their logo - Nike or Apple, for example. The company launched the campaign to mark the 40th anniversary of the opening of its first coffee house in Seattle in 1971.
(Picture and movie: Starbucks.com)
