Starbucks Rolls Out New Identity

Starbucks celebrates 40 years of sourcing, roasting and serving the world's highest quality coffee and announces tomorrow it will roll out its new in-store look focusing on the iconic Siren, and a simultaneous global launch of handcrafted and artfully made beverage and food offerings. Starbucks also introduced a company-wide commitment to community service as part of its ongoing mission to help create thriving neighborhoods. Starbucks began its journey as a roaster and retailer of high-quality coffees in 1971 in a small retail space in Seattle's Pike Place Market. 


"Starbucks is celebrating 40 years of great coffee, but we are also honoring four decades of creating individual moments of connection among our valued customers and our store partners, and in the neighborhoods where we do business," said Howard Schultz, chairman, president and ceo. "As we continue to connect with more customers around the world in innovative ways, our brand is also evolving to address the changing global market. Our new logo, which customers will see in stores beginning today, reflects this evolution by honoring our deep coffee heritage while allowing us to grow in exciting new ways." 


Brand Evolution

Starting tomorrow customers around the world will begin to see the evolution of Starbucks brand, signaling the company's continued growth and unique business model. Starbucks iconic white cups and promotional merchandise will now carry the new logo that celebrates the Starbucks Siren. Four store fronts across the globe will unveil the new logo today: Solana store in Beijing, Avenue de l'Opera in Paris, Brompton Road in London, and Times Square in New York City. Additionally, the new Siren design will be unveiled outside of the Starbucks headquarters in Seattle during a lunchtime partner (employee) celebration.