April Fool? No, It’s Starbucks Rebranding

Starbucks brand logo evolution

I had to check the date on this story, “Starbucks drops its name and the word coffee from logo” as I was convinced it was a wind-up. It was published on 6 January 2011: Starbucks is to remove their name from their logo.

Well, I think it is madness. I’ve already experienced the brand identification problem with Starbucks where there are wannabes using round, green logos and the only safe clue is the word Starbucks. Why on earth have they made this bizarre branding decision?

author avatar
Kevin Harrington
I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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