Starbucks Corp. today unveiled the latest iteration of its logo — a move that CEO Howard Schultz said signaled the java giant’s intent to “think beyond coffee.”
Starbucks revealed the logo — which drops the green ring with the text “Starbucks Coffee” and more prominently displays its famed siren — to employees in its Seattle offices and on a webcast. Mr. Schultz said in a video post on the company’s website that while allowing the siren to come out of the circle indicates Starbucks’ intention to broaden its focus, “make no mistake: We have been, we will continue to be and we always will be, the world’s leading purveyor of the highest-quality coffee.”