Starbucks started out in 1971 just selling coffee beans. But when the owner visited Europe he saw how many coffee shops there were around. So when he came to Seattle, he made a coffee shop that sold ready made coffee. This was new. As the years went by, the name simplified. Today, we know the logo as the 1992 logo; Starbucks Coffee, two stars, green, with black around the mermaid. As of 2011, Starbucks has become so successful that the brand name isn't even included on the logo. The simple mermaid does the trick.