"In conclusion, if you are planning a logo change, think carefully about what you need to keep, add, loose and update. Refreshing what you have may be better than ditching some key elements. And remember that its still just a logo, and unless you really screw it up, it aint gonna change the world."
Starbucks recently unveiled a new logo with quite a fanfare. The big news is that they have removed the word "coffee". The rationale is that they want the freedom to sell stuff other than coffee.
The first issue is of course whether stretching beyond coffee or coffee based products is smart. The challenge here will be to focus on areas where Starbucks can …