Starbucks has dropped the word “coffee” from its new logo.

(The company says it indicates the company’s intention to move beyond its core product, saying “it’s possible we’ll have other products with our name on it and no coffee in it”.    It’s the first time that Starbucks has changed its logo since it floated on the New York Stock Exchange in 1992, unfortunately without the word “coffee” the logo is pretty meaningless.)