Starbucks Drops It’s Name And The Word “Coffee” From It’s Logo

 

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However, some brand experts have criticised the move."I think it's nuts," said James Gregory, chief executive of brand consulting firm Core Brand. "What's it going to be - the coffee formerly known as Starbucks?"

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Agreed that their products aren’t limited to just coffee. That justifies removing the word “coffee” from the logo, but WHY remove the name?