It was announced already January 5, 2011 by senior creative manager Mike P. here.
|Logo change announced on Hong Kong TV on the MTR|
Photo: Danny Friedmann
The rationale behind the move, in the words of Mike P:
"From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star."