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TriviaIn the 2011 Starbucks logo the ring with the words 'Starbucks Coffee' is removed. The siren in a circle is now the entire logo and is colored green. The logo was designed to celebrate the company's 40th anniversary.
Like Apple, Nike and Shell Starbucks extremely simplified their symbol (the Siren). In their old logo the Starbucks wordmark was its primary indentifier, the seal-symbol a more decorative supporting element. Now, however, with the siren's visual impact almost tripled, she may well replace the wordmark in first-impression visibility.
With this new symbol without the Starbucks name and word 'Coffee' in it, it is believed Starbucks will be exploring other markets than coffee in the near future.
The design work was done internally at Starbucks, with outside help from Lippincott.
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