Changes in a brand’s logo can cause quite a reaction from their loyal customers. We all saw what happened with The Gap. How will Starbucks fair? It’s hard to say. The Economist has a nice article on backlash that companies receive from the public when they change their logos.
Starbucks wants to join the small club of companies that are so recognisable they can rely on nothing but a symbol: Nike and its swoosh; McDonald’s and its golden arches; Playboy and its bunny; Apple and its apple. The danger is that it will join the much larger class of companies that have tried to change their logos only to be forced to backtrack by an electronic lynch mob.
via The Economist