What's (not) in a Logo? Starbucks Revamp

The Starbuck's Siren was thrust into the spotlight yesterday as the company unveiled its new logo. Starbucks chose to drop the words from its logo and opt to exclusively feature the brand's patron lady.   As one of the world's most recognizable brands, the company has enough clout with consumers to pull this off.

The company says it changed the logo to reflect the brand's emergence from the toughest periods in its 40-year history.

Last year, Caribou (The 2nd largest coffeehouse chain in the country) rebranded to reinforce the company's commitment to coffee and tea, which is in direct opposition to Starbuck's new image.  Starbuck's new logo sheds the constricting "coffee" focus, as the company plans to introduce beer, wine, and more food offerings at its cafes.