No More Words: A New Look For Starbucks Logo

By The Associated Press

Starbucks is giving its siren a facelift.

The world’s largest coffee company is unveiling a new logo Wednesday that drops the words encircling the sea nymph and gives her a few subtle updates.

Starbucks says the changes are more than cosmetic. It’s a fresh look for the company as it makes its way back from its toughest times in its 40-year history.

The company says its brand has become so widely recognized that it no longer needed to reinforce its name at every turn. And the wordless logo is also better suited to the company’s expansion beyond coffee into a wider range of business lines and into international markets.

Starbucks is showing employees the logo Wednesday and plans to bring it to stores in March.