image sourceAfter a hiatus of 9 years, Howard Schultz is back to rescue Starbucks from its sad decline. "Starbucks unleashed an unprecedented wave of brand nostalgia by deploying the original Starbucks logo on the masses"-Brand New
According to the Wall Street Journal, this new itteration isn’t permanent–the retro logo is being used temporarily. But as they so astutely say, "in the annals of brand identity, switching away from a high-recognition logo–even for a promotion–is an unusual move."
There's a tidal wave of talk going on in the blogosphere.
For your reference, here's where the logo has been, and where it has gone again:
via Brand AutopsyFrom affirming green, to dull brown, I fear the change was not a good move, other than to stir up buzz. (get it? "stir" up "buzz"? Ah, I crack myself up...) The Starbucks logo had established quite an identity for itself. Even from far away, the green circle on a coffee cup was pretty darn identifiable. Brown is a difficult color to use for branding because it lacks pizazz. UPS chose to use the color because it hid the dust on their trucks. Can you think of any other well-recognized brand that uses brown successfully?
What do you think of this new transition from what the public is familiar with, to something less, dare I say, remarkable?