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RIP, Starbucks Logo: How New Look May Offer Peek Into Future

Recently, iconic coffee maker Starbucks decided to switch things up and unveil a new logo to commemorate their 40th anniversary. Instead of their famed mermaid “Siren” being framed by the company name, it removed it and modernized her look to capitalize on her imagery rather than words, much to the dismay of company devotees far and wide.

The change marked the first time the logo has been altered since it was introduced in 1992, the year Starbucks became a publicly traded company. The logo marks the fourth time it has been changed in the company’s history.

In terms of the public look of the company, it marks a visual change. But what does it really signify?

It could signify the company’s future growth potential.

According to company CEO Howard Schultz, it may mark the beginning of a new chapter for the company: a move beyond the world of coffee beans, Tazo® tea and macchiatos.

“Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well. ... You'll begin to see our evolution starting this spring, as we celebrate our 40th anniversary…we think you’ll like what you see," wrote Schultz on the Starbucks website.

It’s any one’s guess what world Starbucks will dip their toes into next (they’ve recently elected to sell breakfast sandwiches again after it was once thought to ruin the coffeehouse experience) but you can bet that the iconic Siren will be front and center leading the charge.

Do you like the new logo? Will it flop like Gap’s attempt at rebranding?