No text on new Starbucks logo
An interesting article in this week’s Time Magazine reveals the real reason there is no text on the new Starbucks logo. “The company says removing its angular text from the logo allows for more flexibility overall… [and] it will have an added benefit as Starbucks begins to expand in Asia. Starbucks looks to triple the number of its stores in China by 2015.” Since 1971 the logo has changed 4 times and has now reached the point that most companies aspire to, it is recognisable without text.