Starbucks has a new logo! It’s basically just the same one they currently have, minus those pesky words that say Starbucks Coffee. Coffee, we assume, was the primary problem. Why? Because Starbucks is a fast food joint.

We’ll let Howard Schultz, chairman, president and chief executive officer, take it from here:

Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.

What say you, consumer?

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.