Believe it or not, 2011 marks 40 years in business for beverage giant Starbucks. The company boasts more than 16,800 stores in 50 countries, and thousands of grocery stores line their shelves with Starbucks products. The global coffee powerhouse has become a necessity to people the world over and its siren logo is easily one of the most notorious brand marks in retail. In celebration of the company’s 40th anniversary, Starbucks will be introducing a modification of its trademark.
The famous siren will finally be freed from her ring and the words “Starbucks Coffee” will be dropped from the logo completely, a nod to the global notoriety of the little green mermaid. In a Q&A with Terry Davenport, Starbucks' SVP of Marketing, he ensured that the company will “stay close to [its] brand equity; there’s only so far you can move beyond your roots.”