Forty years ago in Seattle’s Pike Place Market, Starbucks began its journey - to a not far and huge success - as a roaster and retailer of high-quality coffees worldwide. Not before a decade later they started offering espresso beverages (like the double shot caramel Macchiato that saves me everyday!), but if we think in Starbucks what is the first thing that comes to our minds? The Siren!

Yesterday the coffee brand announced that due to the celebration of their 40th anniversary, Starbucks is making the first tweak to its iconic 20 years old logo (launching it in March, 2011). After sensitively exploring a huge range of logo varieties they decided to “free” the Siren from the word mark, trying to “remark” and bring their identity anytime, anywhere. Terry Davenport (Starbucks CEO) explained to Adweek that they took inspiration from companies like Nike where they separated the word “Nike” from the swoosh.

It`s definitely a big day in a brand’s life when they need no longer to print their name to be recognized immediately. We can't avoid saying that this brand is definitely part of our school, university,! Congratulations!!

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