Starbucks' new logo a nogo?

Starbucks' new logo a nogo?


The siren has broken out of its Starbucks Coffee handcuff and is now free to jump the cup and splash in snacks, baked goods and whatever the mega chain dreams up next. At least that’s the apparent intent of the company’s new logo that ditches the brand ring. Starbucks is following in the steps of other monolithic chains like McDonalds and Apple. But before the company completely takes over the world with edibles and who knows what else, I hope it cleans up its food and waste act.

Not surprisingly the revamped logo is creating uproar on the Internet, apparently upsetting consumers who don’t cotton well to corporate change. I could care less about the logo change but am wondering what it represents; the company has been hinting at changes to accompany the March logo launch.

Starbucks likes to broadcast how it has taken the nasties—high fructose corn syrup, trans fats, etc., out of its baked goods. But consider its new Artisan Breakfast Sandwiches made with “premium ingredients”. They aren’t packed with chemicals but they sorely lacking in anything fresh—like vegetables. And it’s a stretch to class as premium factory farm-sourced bacon and eggs.  

Then there’s the Starbuck’s sustainability issue. The international chain trashes 3 billion paper and 1 billion plastic cups a year. It reports that it wants to recycle the bulk of those by providing recycling bins in all its stores by 2015. What about just giving its dining in customers ceramic cups and plates?  

Granted the company is hitting the nail on the head with some of its introductions. Its snack plates with a hardboiled egg, cheese, mini whole-grain bagel and Justin’s nut butter, for example. Or its bins of Two Mom’s in the Raw snacks.  

But how about alongside its new stripped down logo it launches a new bakery line with whole grains and certified organic ingredients. And when I say "for here", would the barista please give me a ceramic cup and plate.

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