Starbucks has recently proposed a newly revamped logo to represent their company – a seemingly simple change that has prompted much furor among their loyal customers and business commentators alike. This coming March, the company's logo will cease to include the words "Starbucks Coffee" that have enveloped their famous siren since the company first started in 1971. This reformulation has left many wondering whether their pared down logo will have adverse effects on the company's branding.