Starbucks, the world's largest coffee chain, has launched a new logo designed to signal that the company is going above and beyond.

The American superbrand's new logo eliminates the words "Starbucks" and "coffee" and uses only the company's green colors to display a two-tailed mermaid in white. In the future, Starbucks said: "It's possible we might use our name on another product that's not coffee."

However, some trademark experts criticized the change. "I think it's silly," said James Gregory, director of Core Brands, a branding consultancy. "Whatever it is — Starbucks was first known for its coffee."

Starbucks has embarked on plans to broaden their product range and now sells ice cream. Also consider picking up beer and wine from some American takeaways.

Howard Schultz, director of Starbucks, said: "It was really important to improve the trademark. It gave a strategic image, and not only that, it woke us up and changed our trademark."

Starbucks began to change its fortunes in 2008. Sales surged amid sluggish sales. In the first three quarters of 2010, sales profits more than doubled compared with 2009.

This is the first time Starbucks has changed its logo since it was listed on the New York Stock Exchange in 1992.