Rebranding Starbucks

Starbucks is rebranding.

And not everyone is happy. I just spent several minutes reading more than 100 comments on the Starbucks website about the new brand and logo. Only a few comments were favorable.

But that’s not necessarily a problem. I went through a rebranding with my organization more than a year ago. Mainly we heard from those who weren’t happy. If you’re disgruntled, you want to let people know. If you’re happy, you don’t have anything to really say.

What is good about what Starbucks is doing is that Howard Schultz, Starbucks chairman, president and chief executive officer, has provided customers with information about the new look. He’s blogged about it, sent an email to customers and created a video.

Schultz is making sure that customers aren’t surprised when they get a cup of coffee with the new logo.

As part of its celebration of the 40th anniversary of the company, it has evolved the design of the siren, the image seen on the cups.

Schultz says the logo “embraces and respects our heritage,” and also is more suited to the future. “The world has changed, and Starbucks has changed.”

What do you think of the new look?