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The Times they are a Changin’- Starbucks and the Changing World of Communication

Sep 01, 2011

For my first blog post I figured I’d tell you about something I found interesting:

Starbucks recently changed its logo to be more globally communicative. The change was simple: they removed the words “Starbucks Coffee” from the design. Now the logo is wordless and features only the famed “Green Siren” image, which is recognized all over the world.

Communication was undoubtedly one of the driving principles behind the change, as blogger Renato Beninatto writes, “The new wordless version of the logo — in addition to allowing the company to expand its product offerings beyond coffee — makes it easier to penetrate more international markets, especially those that don’t use Latin characters.”

No need to translate anything — simple, effective communication.

Words to live by.


Voiance Language Services provides language interpretation and translation services, including telephone interpretation, through interpreter contact centers, with over 85,000 square feet of floor space. We manage contact centers, and so do many of our clients, which is part of the Voiance Advantage.