What's in a name? Starbucks ignores critics and lets new design do the talking

PUBLISHED : Thursday, 10 March, 2011, 12:00am
UPDATED : Thursday, 10 March, 2011, 12:00am

In case you haven't noticed yet, your cup of Starbucks coffee just came with a new logo. The new design, a fourth revamp since Starbucks was established in 1971 in Seattle, keeps the familiar siren and green colour, but drops the words 'Starbucks coffee'.

The new no-name logo was launched globally on Tuesday. In Hong Kong, Starbucks held a ceremony at its outlet in Tung Lo Wan Road, Causeway Bay, to bid farewell to the old logo and to celebrate the brand's 40th anniversary. Guests were also invited to sample the newly launched cocoa cappuccino.

The new design drew mixed reviews when it was unveiled earlier this year.

'I think the new logo is liberating for our image,' said Celine Ng (pictured), head of retail operations for Starbucks in Hong Kong. 'In the United States, we already have ice creams and other products not related to coffee.'

Asked about criticism of the design, Ng said: 'It's understandable that people need time to digest the new logo. But in terms of business development, it'll benefit us in the long run.'

It won't make much difference in Hong Kong just yet, though - there are no plans to launch Starbucks ice cream here. Nevertheless, the company's instant coffee collection, VIA Ready Brew, will hit local shelves next month.

Care for a cup of 'green mermaid' Java, anyone?