In honor of Starbucks 40th anniversary, the company introduces a new brand identity. The redesigned logo features a larger, more prominent siren and no longer includes the “Starbucks Coffee” lettering in the outer ring. As Starbucks expands beyond coffee, it strove to create a logo that embraces the brand’s heritage, while, at the same time, enabling them to move forward. “We have allowed [the siren] to come out of the circle in a way that gives us the freedom and flexibility to think beyond coffee,” says Howard Schultz, Starbucks chairman, president and chief executive officer.

March 2011

Package design
Starbucks internal creative studio,