Compare and Contrast

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Back in 2003, Starbucks Corporation purchased Seattle's Best Coffee, and as part of this reinvention, Seattle's Best changed their logo from their familiar red and gold circle encompassed by a red and gold band with their brand name printed on it in bold white letters. They traded in their old logo in favor of a new more streamlined logo, a red half circle with a white drop in the middle of it and the brand name in red and gray print, enclosed in a gray circle. The strangest part about the new logo is that in seven years of use, I have yet to see it, but instead have continued to see the old logo used.


I began to wonder if the lack of use of the new logo, except for on their website, was due to lack of consumer support. In many ways, the newer Seattle's Best logo is reminiscent of the updated Pepsi logo, which attempted to be more streamlined. Although the newer logo is effective in the aspect of presenting a more modern and streamlined appearance, it is less effective than the old logo in giving consumers an accurate portrait of their product. Additionally, the drop inside the red half circle reminds me more of a drop of blood than a drop of coffee.

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