Starbucks gives logo a new look

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Starbucks looked to companies like Nike Inc. and Apple Inc., which had earned the clout with consumers to drop the words from their logos. And it closely watched the missteps of others, such as Gap Inc., which launched a new logo in October only to withdraw it after harsh criticism by customers and others.

Starbucks sees other changes ahead under its new banner: it’s testing a system for customers to order and pay for coffee by mobile phone. It’s seeking a way for rewards card holders to earn points buying Starbucksproducts at grocers or other stores. And it’s considering offering beer and wine at night in some of its cafes.Starbucks also suggested it is looking at new food business opportunities, though company officials would not disclose details.

“I’ve never been more excited about the future of the company, I’ll tell you that,” Mr. Schultz said.

Retail writers Michael A. Lee and Ellen Gibson contributed reporting from New York.

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