Starbucks logoStarbucks (SBUX), the world's largest coffee-shop chain, on Wednesday unveiled a new logo that retains its iconic green mermaid but no longer includes the word "coffee." It's meant to reflect the company's efforts to expand sales through a broader array of menu and consumer-product items.

The mermaid is larger in the revised, but still-round logo, which no longer has the block-lettered words "Starbucks Coffee" surrounding the green and white "siren."

Starbucks founder and CEO Howard Schultz, in a statement Wednesday, called the change "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."

The change reflects the company's efforts to expand both internationally and through a wider array of menu and consumer-product items. Starbucks last month said that it will increase its store count in China sevenfold by 2015, while encouraging more daily food- and beverage-buying periods, or so-called "dayparts," by adding new in-store menu items.

In November, Starbucks reported that its profit for the quarter that ended Oct. 3 surged 86% from a year earlier, due to a combination of more foot traffic and a higher average check per customer. Same-store sales increased 8%, while revenue for its approximately 16,600 worldwide stores jumped 17% to $2.84 billion.

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Sandi Goodman

WHY? It seems like a ridiculous move to me. I'm sure there is significant cost involved in making the change, why not put that into product instead of something that makes little or no difference. Just my Starbucks fan opinion. Sandi

January 08 2011 at 9:22 AM Report abuse rate up rate down Reply

We tell our assoicates not be "secret" agents. Who cares if the logo says coffee but it should say STARBUCKS. That's a powerful word recognition symbol. What does (picture) have that I want? What's on their sign??? Not to berate anyone but what's your sign? (Uh it's a siren?)

January 07 2011 at 8:40 PM Report abuse rate up rate down Reply

This is an example where a bunch of top level executives had n0othing else better to do. As they were bored & were not busy they decided to change the company logo which would cost the corporation millions of dollars as they would ahve to change the logos on all their facilities as well on all their correspondence. They were happy as they would pass along this great expense to the consumer in the form of higher product prices together with the same unpleasant attitudes!

January 07 2011 at 7:42 PM Report abuse rate up rate down Reply

If it isn't broke - don't fix it. Looked fine before. What are they selling - Mermaids?

January 07 2011 at 10:19 AM Report abuse +1 rate up rate down Reply
2012 Clark 2012

I have been a former customer of Starbucks several years ago and bought hot chocolate about 1 time a week on a busy day. I stopped going to starbucks when i noticed the whip cream was almost 1/3 of the cup. I also noticed they would fill the cup about 1/2 inch below the top of the coffee cup at starbucks. I also noticed a negataive unhappy attitude in most of thier employees making mefeel less like a customer and more like i was asking for a favor.

January 07 2011 at 2:46 AM Report abuse rate up rate down Reply

The other logo was better. Bigger logo doesn't mean better. If Starbucks want to improve, then quit serving repetitive coffees: Pikes or Verona. When asking customers if they want 'room for cream' make sure that most of the cup is filled with coffee. I'm not paying for cream. Expensively annoying.

January 06 2011 at 7:56 PM Report abuse rate up rate down Reply

D&D " the competition suffered a Grande Defeat "

January 06 2011 at 7:01 PM Report abuse rate up rate down Reply

BIG DEAL!!! How much is that going to raise the price of a cup of coffee now?

January 06 2011 at 6:33 PM Report abuse +3 rate up rate down Reply
1 reply to richardkenosha's comment

I quit drinking mochas because the price was too high and they were
consistently too hot, too cold, too sweet, not sweet enough.....I can
make my own the way I like them.............

January 06 2011 at 7:02 PM Report abuse rate up rate down Reply

I wouldn't buy starbucks anyways EVER, not after what the company said to our troops.. You wont see me in a starbucks you can guarentee that!

January 06 2011 at 5:32 PM Report abuse +1 rate up rate down Reply
1 reply to whtudoin2nite's comment

What did they say to the Troops??

January 07 2011 at 1:01 PM Report abuse rate up rate down Reply

i like the other one,or they should just say starbucks!!looks too plain aww well im a dunkin doinuts girl anyway lol

January 06 2011 at 5:11 PM Report abuse +1 rate up rate down Reply
1 reply to boothluvsme76's comment

D&D Rocks!

January 06 2011 at 6:55 PM Report abuse +1 rate up rate down Reply