Starbucks has unveiled a new, simplified logo.
The logo, which omits its name and the word "coffee", is essentially Starbucks' representation of a female siren -- a half-human mythical temptress who led sailors to their deaths. The change, announced during a webcast of a company meeting, comes as Starbucks is building new billion-dollar brands sold outside its cafes.
"Even though we have been, and always will be, a coffee company and retailer, it's possible we'll have other products with our name on it and no coffee in it," chief executive Howard Schultz said on the webcast.
The company, based in Seattle, Washington, has not changed its logo since it went public in 1992.
Self-described Starbucks fanatics were not impressed and, among hundreds of comments on Starbucks' website, called for the company's name to be put back into the logo.
Executives said the logo, designed in-house, would be phased in, appearing first on paper products like cups and napkins in March. Starbucks declined to say how much it would cost to switch to the new logo.
Starbucks has come through a restructuring over the past few years, during which it closed almost 1,000 stores around the world and put more emphasis on brands like instant coffee Via and Seattle's Best Coffee.
It is now fighting Kraft Foods for control of its grocery distribution business.
The new, all-green logo lands as Starbucks plans to expand the number of branded products it sells outside its own cafes. The new design also marks the 40th anniversary of the founding of the first Starbucks store in Seattle in 1971, Schultz said.
Some brand experts questioned whether the logo change was a smart move, and even likened it to a recent ill-fated attempt by clothing chain Gap to change its well-known brand image.
"I think it's nuts," said James Gregory, chief executive of brand consulting firm CoreBrand. "What's it going to be - the coffee formerly known as Starbucks?"
Reuters