Brand New Logo of Starbucks Complained by Fans

(reuters)

DNP - The largest network of coffee retailer in the world, Starbucks Corp., replacing legendary logo that has been almost 9 years old. But replacing the logo was immediately triggered protests from fans of Starbucks coffee.
The new logo of Starbucks no longer include the name 'Starbucks and Coffee' that exists in the green circle. However, Starbucks still retain its green logo of a woman inside the circle.
"Although we have become and will remain, a coffee companies and retailers, this allows us to have another product with our name on it and there was no coffee in it," said chief executive of Starbucks, Howard Schultz, as quoted by Reuters on Thursday ( 01/06/2011).The new logo which is described by Starbucks seems to make its loyal customers disappointed. About 156 comments on the website asking for Starbucks Starbucks name in the logo is maintained.
"Who's the fool in the marketing department which has removed the name of the famous 'Starbucks Coffee' from your new logo? Gold card users are not at all impressive," said a consumer who uses MimiKatz identity.
Starbucks executives say, the logo designed by an internal team that will appear first on paper products such as glass and cloth in March, and gradually to all the products in the future.
Unfortunately, Starbucks did not say how much it costs spent to replace the logo. Starbucks registered its logo has not changed since the show to the public in 1992.
A number of leading brand experts questioned whether the change of the logo as a smart move.
"I think it's a bit crazy. What will happen --- coffee formerly known as Starbucks?" said James Gregory, CEO of leading brand consultant, CoreBrand.
"When you deal with people who are not fanatics, you are looking for something that is almost generic and is not something that is shouted at Starbucks," he said.
Some companies use the logo without a name and get fanatic fans such as Apple Inc and Nike Inc.