Most likely not – there are only a handful out there. And at the beginning of this year Starbucks made that leap. With the release of their new brand identity and even in their television commercials the word Starbucks is noticeably absent. Even the call to action url is frappachino.com.

TV Spot Closing Call to Action

It is yet to be seen how the new rebranding and advertising effort will affect sales. But, since Starbucks happens to be the largest coffeehouse company in the world, and their iconic Siren is such a unique mark, I think they will be able to pull it off. I am a big fan of the work on their identity in general. Looking at the progression of their logo over the years, it has gotten consistently less busy and more focused in its design. Even if your brand isn’t to the point of doing away with its name, is it time to take a look at how you are portraying yourself? Can your brand identity be cleaner, simpler or just plain better? Probably.

Logo Progression