Starbucks Corp. debuted a logo Wednesday that brings the iconic green Siren out of the circle and drops the words "Starbucks Coffee."Just a few hours later, the backlash against the change started building on both Starbucks' website and other social media platforms such as Facebook."Was the Starbucks corporate office asleep through all of the Gap controversy when they tried changing their logo? Leave it alone! There's nothing wrong with it," a fan wrote on Starbucks' Facebook page on Wednesday.
Starbucks: Turn used cups into new cups
The Seattle-based coffee chain, commemorating its 40th anniversary this year, said the logo change marks the company's milestone year and Starbucks' (SBUX, Fortune 500) next chapter "in our history."
"Throughout the last four decades, the Siren has been there through it all," Howard Shultz, Starbucks' president and CEO, said in a post on the company's website Wednesday.
"Now, we've given her 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," he said.
The new logo will rollout beginning in March.
Shultz hinted that Starbucks' patrons can expect more "evolution starting this Spring" but didn't offer any details.
The announcement already received more than 100 reader responses on Starbucks' website.
A quick scan of the reactions showed consumers were mixed about the refurbished logo, with many people unpleasantly surprised by the changes.
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