Chairman, President, and CEO Howard Schultz said the design "embraces and respects our heritage, and at the same time, evolves us . . . we've allowed [the siren] to come out of the circle in a way that I think gives us the freedom and the flexibility to think beyond coffee." Does this foreshadow the company's intentions to expand its core competency beyond brewing coffee? Do you think the logo's a step forward or a step back?
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