Starbucks Changes Its Logo, Mulls Product Expansion

January 6th, 2011 - 7:18 pm ICT by GD  

By Ranjan Bhaduri
Starbucks LogoJan 6, (THAINDIAN NEWS) The biggest coffee shop chain of the world Starbucks has changed its logo which indicates that the company may step into others ares of business apart from Coffee. The new logo of the USA based coffee chain does not have the words ‘coffee’ and ‘Starbucks’ any more. The company said in a statement that in near future “it’s possible we’ll have other products with our name on it and no coffee in it”. The mover has evoked mixed reaction with a section of brand experts saying the change was not necessary. As a matter of fact Starbucks is already stepping into other markets and its ice creams have also become popular. Chances are there it may also start selling beer as well as wine at some of its US outlets.

This is the first logo chance for Starbucks ever since it got listed in New York Stock Exchange way back in 1992. Howard Schultz the chief executive of the company said that the logo has been designed in such a way that reflects the company is stepping outside the image of a brand selling only coffee. When the company was hit by the recession two years back it expanded its product offerings to cut down on loss.

Some brand experts however are of the opinion that dropping the word Coffee and coming out with a new logo may help Starbucks in attaining an iconic status. Brands like Apple, Nike, Puma are nowadays recognized by their logos and even in their ads they do not have to use the brand name explicitly. The new logo will be launched officially in March this year when the company will celebrate its 40th anniversary.

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