We Have No Words for New Starbucks Logo

Image courtesy of Starbucks.

According to the Seattle Times (well, really the AP):

Starbucks says the changes amount to more than nips and tucks to its favorite lady. The fresh look goes with a new direction for the company as it makes its way back from its toughest times in its 40-year history.

Prior versions of the logo helped build Starbucks into one of the world's best recognized brands, and the company felt it no longer needed to reinforce its name at every turn. The new wordless logo also is better suited to the company's expansion beyond coffee into a wider array of business lines and into more international markets.

This is the fourth time our hometown coffee giant has doctored its insignia since 1971. One local Starbucks blogger/stalker has details on the relatively rare 1987-1992 incarnation that still graces some Seattle-area stores. You can see her naval, which is somewhat surprising given the era's tendency toward high-waisted pants.

A corporate blog post from Howard Schultz on the new logo also touted the Olive Way store as the company's future. The company plans to debut the nipped and tucked siren for its 40th anniversary in March.