To celebrate its 40th anniversary in March, Starbucks will be launching a new graphic identity and logo to ensure it “remains relevant and poised for future growth”, CEO Howard Schultz wrote on the preview website for the redesign.

In updating the logo, the Starbucks creative team broke down the mark into four main parts: color, shape, typeface and the ‘Siren’ character. Words were removed and the Siren emphasized and “enhanced…to bring the focus to her face”, wrote a Starbucks senior creative manager.

Starbucks hopes that the new logo will give them the “freedom and flexibility to explore innovations and new channels of distribution”, Schultz wrote.

These photos show the evolution of the Starbucks brand identity over the years:





[via Starbucks]


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