Siren Got Rid of the Letters "Starbucks"

Starbucks revised its logo for the fourth time (1971, 1987, 1992 and now in 2001), see overview here.
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

However, only May 27, 2011 the new logo was introduced in Hong Kong and Shenzhen. To change a brand like that is a huge operation, which starts with the design and customer surveys, then the registration of the trademark for the new variant logo.

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."