Two interesting tidbits in 3 pages on topic of the logo: "the company felt it no longer needed to reinforce its name at every turn" and "The new wordless log

Two interesting tidbits in 3 pages on topic of the logo: "the company felt it no longer needed to reinforce its name at every turn" and "The new wordless logo also is better suited to the company's expansion beyond coffee into a wider array of business lines and into more international markets." The second point makes good sense to me, the first not as much. As in removing "Coffee" from the logo is a good idea. But eliminating "Starbucks" entirely going to cost them brand association, hands down, unecessarily.