Remember when Starbucks pledged to return to its roots and focus on core coffee business? Well, it’s time for those roots to get a new bleach job.

Today in yet another move that has confused brand marketers flipping their calendars ahead to April 1st, Starbucks announced that they will be dropping the word “coffee” from their logo.

“Throughout the last four decades, the Siren has been there through it all,” Howard Shultz, Starbucks’ president and CEO, said in a post on the company’s website Wednesday. Now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage and also ensure we remain relevant and poised for future growth.”

Relevant, embracing company heritage and poised for growth? I have another idea that may work: