Coffee culture

The Starbucks Coffee Company recently unveiled a new logo for their coffee cups.

The Starbucks Coffee Company recently unveiled a new logo for their coffee cups.

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The current ubiquitous logo — a deep green ring emblazoned with “Starbucks Coffee”— will now be replaced by a circular image of the green and white siren, with no mention of coffee or the company.

"We've allowed (the siren) to come out of the circle... I think it gives us the freedom... to think beyond coffee," said chief executive Howard Schultz.