smith + jones blog » Is change good?

Is change good?

When Tropicana changed their logo in 2009 and Gap in 2010, there was public outcry, the loudest heard on social networks. Were these attempts at change missteps? While both brands reverted back to their original logos, they successfully engaged consumers in lively dialogue while re-igniting passion for their brands. In this case, change (or change-back, as the case may be) seems good.

The latest brand to update their logo is Starbucks, in commemoration of their 40th anniversary and a further evolution of their brand, to include social media, expanding to grocery stores and non-coffee products. For me, my morning cup of coffee just got better. The siren has always been the focus, but the new design brings her front and center – inviting, enticing and sophisticated. Starbucks’ brand has come to represent a high quality, bold, rich coffee. Check out this video from Howard Schultz, CEO, about the logo and future of Starbucks. You can also see the old logo progression and cups throughout the years.

We’d love to hear what you think. How does your Starbucks “taste” with the new logo?