Anyone interested in advertising who has a Marketing magazine subscription will be able to read how Starbucks is dropping the word coffee from its logo.
To mark its 40th year in business and to try and expand its brand beyond just the caffeinated beverage, the company will be changing its logo, reports the mag.
As part of its identity refresh, the largest coffee chain in the world will be taking its current green and black logo to green on its own.
Howard Schultz, the Starbucks chairman, president and chief executive, said it was at a "very important point" in its history, reports Marketing magazine.
"Even though we have been and always will be a coffee company and retailer, it's possible that we'll have other products with our name on it but no coffee in it," he said.
Recently, Starbucks was the only restaurant or cafe named on the 2010 list of the world's most ethical companies.
This is the fourth year the coffee giant has appeared on the Ethisphere list.
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Posted by Donnie Bachan
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