It’s 12:30 on a Sunday afternoon and I feel like CRAP. I didn’t sleep enough last night and I’m already on my 3rd cup of coffee. Hell, I haven’t slept much any night over the past few months. Through my lack of sleep and increased caffine consumption, I’ve drastically felt my overall health decline.
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 :
via @danidotnoah
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….
They simply just don’t like it.
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?
