Knowledge@wharton

Starbucks has emerged over the last 20 years as one of the premier consumer brands in the world. Now the company has decided to give that brand a facelift by revamping its ubiquitous logo. While logo overhauls can successfully communicate a company’s evolution and growth they can also trigger a backlash among loyal customers. In the case of Starbucks the new logo highlights a strategic shift for the company but has sparked criticism from outspoken fans as well. See acast.com/privacy for privacy and opt-out information.