From my days in the school paper all the way to my current job, I’ve participated in many discussions and heated debates on the matter of logos. It’s not that a logo is the be-all-end-all of branding, but as a visual element, it occupies a central space in the way things are marketed and (inevitably) sold.
The story goes that Seattle’s Best Coffee, the part of the Starbucks empire that deals with frou-frou coffee, have moved their logo direction from this…
To this:
Streamlined, sleek, and clean… anything but coffee.
