Starbucks has revealed a new identity created by their in-house design team. In still centres on the Siren logo but does away with the words “Starbucks” and “coffee”. The Siren figure has always been a part of the Starbucks identity since the company launched in 1971, the latest redesign ties in with their 40th anniversary.
The new logo takes the Siren figure out of her ringed frame and changes the background colour to Starbucks green and removes all text. This was done because the company sells a range of other products other than coffee.
“So we broke down the four main parts of the mark – colour, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.”
The next step was to bring in a “more sophisticated stroke width and spacing and a smoother line flow.” The Siren’s hair and facial features were apparently also refined.
Here’s a look back at the history of the brand identity: