New Starbucks Logo Is a “Welcome Refresh”
Bill Gardner applauds the new symbol-based Starbucks logo on the Harvard Business Review blog. He explains that "in eliminating the words 'Starbucks Coffee' from the logo, the company frees itself from 'limiting baggage' of a too-narrow product association." The omission of the logo's green donut will, in Gardner's opinion, put Starbucks once again one step ahead of the knock-off coffee chains that have made a business of reproducing the circular prototype with wraparound text. His final analysis deems the logo "a welcome refresh that will build new relevance for Starbucks ."