As it celebrates 40 years in business, Starbucks is rolling out its reworked siren logo and a new in-store look. “As we continue to connect with more customers around the world in innovative ways, our brand is also evolving to address the changing global market,” said Howard Schultz, chairman, president and CEO.. Our new logo, which customers will see in stores beginning today, reflects this evolution by honouring our deep coffee heritage while allowing us to grow in exciting new ways.”