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"STARBUCKS COFFEE" logo will vanish from the cup,
...so, what about the sign? How we gonna find the shop without the name?

Over 40 years of successful branding, now Starbucks is saying that they will go ahead of it---they will change the logo and the words STARBUCKS COFFEE will vanish. In US voices against it are heating up already and personally I don't like it.

What they're thinking?

Starbucks' official comment is "a small but meaningful update...to ensure that the Starbucks brand continues to embrace our heritage...and also ensure we remain relevant and poised for future growth"

Ok fine, but why you have to erase the beloved name? The answer is "Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well...our new brand identity will give us the freedom and flexibility"

Well I don't think so. I believe that your heritage is in your name which represent your very first step as a coffee bean store in Seattle and its spirit lies in the logotype of STARBUCKS COFFEE because the words have magnetic power when they signify something. With the name on it the Siren's smile is shining up.

If you offer black tea or mango juice I think you should be still proud of calling yourself as a coffee shop. It's not just who you are, but the wonderful evidence that a coffee shop changed the world's everyday scenary. Isn't it the identity you should keep to the future? Seriously I don't understand why you say "COFFEE" logo prevents you from being flexible for your future innovation.

But it's alright if you continue to give us the lighthouse at every corner of the world where we have a happy warm cup of coffee.