Starbucks unveils rebranded storefronts

The Solana store will carry the pared-down siren logo, along with Times Square in New York, Brompton Road in London and Avenue de l’Opéra in Paris. In Hong Kong, the new logo will be visible on all cups.

The Starbucks Coffee Company announced a new global brand identity that sees the word ‘coffee’ removed all outlets and products in January.

According to a statement from the US company, the new identity reflects the evolution of its business to encompass more than coffee. Removing the word ‘coffee’ from all merchandising will also eliminate confusion over non-coffee products such as tea and ice cream, the statement said. Packaging for these has until now been stamped as ‘coffee-free’.

Starbucks recently began experimenting with serving beer, wine and cheese alongside its more familiar products.