The redesign of the logo is the first for Starbucks after it was listed in the New York Stock Exchange in 1992. Officials of the largest chain of coffee shops in the world say that the refreshed logo symbolizes the new direction which the company will take. Reports suggest that along with the redesigned logo, Starbucks would be venturing farther from its core product of coffee.
“What is really important here is an evolutionary refinement of the logo, which is a mirror image of the strategy. This is not just, let’s wake up one day and change our logo,” said Howard Schultz, chairman and chief executive officer of Starbucks.
The coffee company plans to diversify, and some of its stores already sell ice cream. The company said that “it’s possible we’ll have other products with our name on it and no coffee in it” in the future. Performance of the company has improved for 2010 as it more than doubled its profits for the 2009 financial year.
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