The company, which will roll out the new logo in its stores in March, made the change to facilitate its expansion into international markets and its growing lines of non-coffee products. CEO Howard Schultz described the move as an "evolutionary refinement" of the logo that "mirrors" its strategy.
Starbucks, started in Seattle in 1971, has had three previous logo versions. The new one is being rolled out in conjunction with its 40th anniversary this year.
Everyone always hates every new logo. If companies listened to the negativity (now magnified by social media) design would be stuck in the 1950s. Media Post shuns links in comments, but you can find more at MerriamAssociates all one word followed by dotcom.