On January 5, 2011, Starbucks unveiled its new trademark to the public. The new logo focuses on its siren symbol and removes the Starbucks Coffee name from around the border of the “siren.”

Within several hours after unveiling the new trademark, some negative reviews showed up on the company’s website and other social media web platforms. The new, all-green trademark was released just as Starbucks plans to expand the number of branded products it sells outside its own cafes, and also marks the 40th anniversary of the founding of the first Starbucks store in Seattle in 1971, according to Chief Executive Howard Schultz’ statements on the company’s website. Its first appearance will be on paper goods such as cups and napkins in March, 2011.