Starbucks drinks got a makeover when the company's cup was rebranded with a new logo. Changes to the logo include removing the 'Starbucks Coffee' company name and simplifying the color scheme to green and white. In the early days of the company, this dark roast allowed Starbucks to differentiate its coffees from the typically lighter American blends. Ultimately, rapid expansion meant the company was buying millions of pounds of coffee a year and needed to replicate that for customers who wanted a uniform flavor in every coffee shop.