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| Starbucks drops its name and the word coffee from logo | Starbucks drops its name and the word coffee from logo |
| (1 day later) | |
| Starbucks, the world's largest chain of coffee shops, has unveiled a new logo which it says indicates its intention to move beyond its core product. | Starbucks, the world's largest chain of coffee shops, has unveiled a new logo which it says indicates its intention to move beyond its core product. |
| The US giant's new logo does away with the words "Starbucks" and "coffee", leaving just the firm's white on green image of a twin-tailed siren. | The US giant's new logo does away with the words "Starbucks" and "coffee", leaving just the firm's white on green image of a twin-tailed siren. |
| Starbucks said that in the future "it's possible we'll have other products with our name on it and no coffee in it". | Starbucks said that in the future "it's possible we'll have other products with our name on it and no coffee in it". |
| However, some brand experts have criticised the move. | However, some brand experts have criticised the move. |
| "I think it's nuts," said James Gregory, chief executive of brand consulting firm Core Brand. | "I think it's nuts," said James Gregory, chief executive of brand consulting firm Core Brand. |
| "What's it going to be - the coffee formerly known as Starbucks?" | "What's it going to be - the coffee formerly known as Starbucks?" |
| Starbucks is already moving ahead with plans to extend its product range, and now also sells ice-cream. | Starbucks is already moving ahead with plans to extend its product range, and now also sells ice-cream. |
| It is also considering selling beer and wine at some US outlets. | It is also considering selling beer and wine at some US outlets. |
| Starbucks chief executive Howard Schultz said: "What is really important here is an evolutionary refinement of the logo, which is a mirror image of the strategy. | |
| "This is not just, let's wake up one day and change our logo." | "This is not just, let's wake up one day and change our logo." |
| Starbucks has turned around its fortunes since 2008, when over-expansion resulted in falling sales. | |
| Its profits for the first three-quarters of 2010 were more than double those in 2009. | Its profits for the first three-quarters of 2010 were more than double those in 2009. |
| This is the first time that Starbucks has changed its logo since it floated on the New York Stock Exchange in 1992. | This is the first time that Starbucks has changed its logo since it floated on the New York Stock Exchange in 1992. |