As part of a corporate effort to distance itself from a strict association with its signature product, one of the most recognized companies in the world has redesigned its logo. The change by Starbucks includes eliminating the words “Starbucks Coffee” from the design, the New York Daily News reports.
The familiar “siren” icon, which has been in the center of the logo in various forms from the beginning, remains.
The company reportedly has its eye on international expansion into profitable areas beyond the sale of coffee. This despite financial troubles for Starbucks in recent years, attributed in part to rapid expansion.
Observers note that the coffee marketplace has become overcrowded, but the story reports that Starbucks has been coming back in part by expanding into other branded items, including ice cream.