Starbucks has unveiled a new logo that drops the outer green ring bearing the "Starbucks Coffee" wording, leaving only the familiar image of a sea nymph. The nymph graphic also has been subtly
streamlined.
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.