Another great article from Business week, by David Kiley
How Starbucks is using a special brown logo to evoke the chain’s beginnings and restore some goodwill to the brand
Brown is certainly a color that communicates coffee. So, when you order a cup of the new Pike Place coffee at Starbucks (SBUX) this week, it doesn’t seem out of place to see a special brown logo on the cup and paper sleeve. Except that, as everyone knows, Starbucks’ iconic logo is green. So why change such a successful corporate symbol?