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'Starbucks' Drops Its Name From Its Logo

Starbucks realizes that when you are in Starbucks you probably know you are in a Starbucks and not in, like, Dunkin' Donuts. The Seattle company is dropping its name from its logo.

This is the fourth version of its logo since it started in 1971. Starbucks brought back its founder Howard Schultz two years ago after it was suffering mightily from the harpoons of its own good fortune: too many stores, a bad rep as the McDonald's of coffee and competition from, well, McDonald's, among others.

Read the whole story at The Business Journal »

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