The Evolution of Starbucks

Starbucks is beginning a new phase in our brand evolution. Our ambition is to reach more consumers with premium, great-tasting coffee.

Beginning in March 2011, the siren will be the focus of the new brand, emphasizing our heritage and supporting growth beyond coffee.

Our Foodservice program name will also be changing. While the siren will still be the focus of the program, instead of "We Proudly Brew Starbucks" it will be "We Proudly Serve Starbucks". Our hope is that this will help our foodservice program more closely align to the retail program and bring you more value.

Why the change?

Since the first store opened in 1971, Starbucks as a brand has been evolving. And as we get ready to celebrate our 40th anniversary, there’s never been a better and more exciting time in our history to move forward, to be innovative and still represent the heritage and values of our company.

Additionally, our Foodservice program is constantly evolving to bring you the latest business driving benefits and products.

What does it mean for you?

We are excited about how this evolution will enhance your Starbucks business and have made every effort to make sure that this is a smooth transition. The new brand will co-exist with the old brand, so you don’t need to worry about having both versions in your operation. As the year goes on you’ll notice that new paper products, merchandising and products will feature the new brand expression.

When will you see the changes in your operation?

The new brand expression will co-exist with Starbucks current brand expression and logo for some time. Customers will first see new promotional merchandise and paper goods in March 2011, with additional elements coming in over time.

Where can you go for more information or resources?

To view the new retail logo and find out more about how Starbucks is celebrating its 40th anniversary in our stores, go to If you have any questions about how the new logo will affect you and any current materials you use or would like more insight about our decision to evolve the Starbucks logo, click here.