Starbucks Unveils New Logo, Drops Word 'Coffee' Mermaid will be on her own now By John Johnson, Newser Staff Posted Jan 5, 2011 3:16 PM CST 7 comments Comments The new logo is on the cup at far right. (AP Photo/Starbucks) (Newser) – Starbucks is making its mermaid a little more prominent. A new corporate logo unveiled today to celebrate the company's 40th anniversary drops the words "coffee" and "Starbucks" and lets the green mermaid stand on her own, reports MarketWatch. The dropping of "coffee" comes as the company expands its product line, notes Reuters. "Even though we have been and always will be a coffee company and retailer, it's possible we'll have other products with our name on it and no coffee in it," says Chief Executive Howard Schultz. A marketing expert tells AP the move is wise because it's "important that they not have a logo that is too confining." Starbucks follows the lead of Nike and Apple in removing words from its logo, which probably won't start showing up on cups until March.