Starbucks Unveils New Logo

By Richard Gibson
Jan 6 2011

Starbucks coffee announced this morning that they would start using a new logo for all packaging in the US and abroad.

The image of the new logo has stunned some people as it does not bear the name of the company. At this time the new logo features only the trademark mermaid that has become the standard of Starbucks coffee over the past decade.

Furthermore, the company announced that they would be dropping “coffee” from their name. According to the company statement, they have decided to drop the coffee from the name because they wish to become more of a global brand for more than just their standard coffee products.

The company has a lot on their plate right now as they are dealing with the contract dispute with Kraft over distribution rights to their pre-packaged products. When Starbucks started offering such products they were too small to have a full distribution line so they allowed the Kraft Company to license and distribute the products.

However, Starbucks announced that they wanted to end the contract and take over the line themselves. However, Kraft has announced that they will not terminate the contract early without the termination fee being paid.

Now Starbucks has filed a federal lawsuit against Kraft hoping that the judge in the case will order Kraft to lower or eliminate the overall termination fees.

Starbucks has said that the new logo will begin appearing in stores towards the middle of 2011 starting with the retail locations.