“Starbucks execs say the change represents a willingness to drop the “coffee” label as it expands into other markets. At the base level, it makes sense — why drink tea out of a cup that exclaims “coffee?” — but it also works as Starbucks adds its name to products like ice cream.”

http://newsfeed.time.com/2011/01/06/new-starbucks-logo-drops-company-name-keeps-original-mermaid/

Starbucks Changes Logo

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