Today marks the 40th anniversary of Starbucks. It’s also the day when the new “STARBUCKS”-less Starbucks logo and identity go into effect and we have some nice photographs of the new cups, cup holders, and shopping bags right here. As part of the anniversary, Starbucks is also introducing a new coffee blend, called Tribute, and a new range of sweet snacks called Starbucks Petites. On their site be sure to check out a cute animation on the home page.
Starbucks needs no introduction but just in case: Founded in 1971 in Seattle, Starbucks is the world’s leading coffee retailer with more than 16,000 stores in 50 countries (this despite numerous closings in the last year or so). Starbucks also manages Tazo tea, Ethos water, and Seattle’s Best Coffee. And, part of the reason why we are here today, Starbucks sells more than coffee and its stores offer more than coffee (Wiiii-Fiiii says I in an Oprah wail). Yesterday, Starbucks announced that beginning in March, to coincide with their 40th anniversary, their brand would be making a bold visual evolution. Namely (pun intended) dropping its name from the logo. The new identity has been developed in-house — Starbucks has one of the strongest internal teams in a big corporation — in partnership with Lippincott.