I’m usually the first one to jump down a companies throat for bad branding efforts. More recently, Seattle’s Best Coffee changed their classy brand into something that looked like it was from a gas station.
Sorry, please excuse me while I go throw up (again). This was a terrible change of brand.
If you want to hear me get angry – the post is right here for your reading pleasure from a few months ago.
Today, one of my friends sent me a link to the Starbucks re-brand saying “Looks like one company knows how to not fuck up a re-brand”. I completely agree.
I really dig the new logo.
It looks slick and classy – everything the Starbucks brand is trying to embody. Even though I love it, I’ve heard a few counter points like :
It should have been brown :
Where did the text go? Bring it back!
Believe it or not, I actually tried really hard to alter this image. I don’t have any graphic design skills. Sorry to disappoint. Okay, back to the other reasons against the Starbucks logo….
All valid arguments. I’m not sure if I would like the brown logo or would prefer it with words. I think the proposed logo really speaks the Starbucks brand of prestige. I’m satisfied (for once) with this logo change. From a branding standpoint, I feel the logo serves it’s purpose of maintaining the current and favorable image of the company with a more futuristic look. For the customers who “just didn’t like it” – valid concern as well. Sometimes you just don’t like something.
So, now let’s look at a little progression of the brand from the 1970s.
Starbucks, you’ve come a long way. Nicely done and well executed. I love the new Starbucks logo.
What do you think?