Final answer:
Starbucks' eliminating 'Coffee' from its logo is a logo redesign and may be part of a broader rebranding strategy, aimed at diversifying and expanding market reach.
Step-by-step explanation:
When Starbucks dropped the word "Coffee" from its logo, it was engaging in what is primarily described as a logo redesign, which can be a part of a broader rebranding effort. This change signifies a shift in the company's branding strategy, possibly aiming to diversify its identity beyond just coffee and expand its market. The idea behind such a change is to make the brand image more versatile and to ensure recognition in a variety of new market segments.
Companies often engage in rebranding and logo redesigns to stay relevant and adapt to changing market conditions, as noted by significant figures like Paul Rand in creating enduring corporate logos. Moreover, in our post-millennial society, synergistic advertising practices guarantee that we are exposed to consistent branding across multiple platforms. Starbucks dropping the term "Coffee" could also be a strategic move to compete more effectively in a globalized market, tapping into an array of new opportunities without the constraints implied by the term "Coffee" in its logo.