Freeing the siren: The evolution of the Starbucks logo

Starbucks shaved its logo to absolute simplicity, stripping the “Starbucks Coffee” and keeping just the siren.

The Starbucks logo is one of my favorites of the big brands, behind Apple and Nike’s Jumpman logo.

Of course, few companies can afford to lose the extra branding that comes from keeping the company’s name in the logo; yet another impression.

Shaving the logo makes Starbucks cool and richer. Now it can make products beyond coffee.

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By Wells Baum

Wells Baum is a daily blogger who writes about Life & Arts. He's also the author of and four books.