Starbucks revamps logo

SEATTLE, Jan. 5 (UPI) -- U.S. coffeemaker Starbucks Corp. said Wednesday its revamped logo holds onto the past while allowing the company to move forward.

The company dropped the words "Starbucks" and "coffee" from the logo and brought the mermaid, often called the Siren, forward out of the circle that used to encompass her, CNNMoney reported.

In a statement Chief Executive Officer Howard Schultz said the Siren "has been there through it all." However, "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.

MarketWatch reported the switch reflected an increased focus on grocery store sales and an expansion of store menus, some of which now include beer and wine.

Web site postings showed consumers mixed the new look.

"Who's the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn't impressed," said a posting signed MimiKatz.

On Facebook, a posting read, "Love the new logo. Streamlined, modern, simple, elegant. Change is obviously more difficult for some than others," CNNMoney reported.