From now on, the Starbucks siren is going solo.

The Seattle-based coffee giant unveiled a new look for its logo Wednesday, eliminating the company’s name from around the iconic mermaid that has long graced paper cups and merchandise.

That means Starbucks is moving into a new realm of brand recognition, one already occupied by companies such as Nike and Apple. And in this realm, words aren’t necessary.

This is the fourth logo remake in the company’s 40-year history. Starbucks officials say the company has grown beyond the need for name branding, and they feel the mystical sea-creature is all that’s needed to represent the company.

The new logo marks the next step in the company’s evolution, according to Starbucks CEO Howard Schultz.

“Throughout the last four decades, the Siren has been there through it all,” he said in a message to customers. “And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.”

He said the company’s next chapter will see its stores and products becoming a vital part of 16,000 neighborhoods around the world.

Here’s a rather lofty view on what the change means, courtesy of a Starbucks staffer who worked on the redesign:

Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks. For people all over the globe, she is a signal of the world’s finest coffee – and much more. She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?

ABC News has a look at what led to the change.

Starbucks released this look at company logos through the years: