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Starbucks made the leap to universal brand. Apple's former logo was a rainbow apple with the words "Apple Computer" written below. The words Starbucks and coffee are unnecessary at this point. New Coke was a product launch. Gap logo still incorporated the "GAP" name and added a new component, the bizarre blue gradient square, rather than remove a part of their established logo. Neither action is applicable in this instance to how Starbucks has proceeded. Starbucks has evolved into a big brand and is acting like a big brand. It is nice to see a logo-change as well-executed. On the bright side, there will be an opportunity in a couple of months to market the "classic" Starbucks logo again in their merchandise. Fan of the new logo. Onward, upward.
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Jan 10, 2011