Early January 2011, Starbucks unveiled a big update to their iconic logo. Starbucks' internal design team worked closely with Lippincott to revamp the branding. The logo is much more simplified, yet bolder and artistic. They removed the words from the mark and accentuated the green and took the Siren out of the ring. "For forty years she's represented coffee, and now she is the star." The objective was to celebrate the Siren that is so well recognized around the world. Freeing her
The overall composition was improved, by adjusting the stroke width and spacing. The Siren underwent small tweaks, smoother hair and refined facial features.