In part of Starbuck’s revitalization plan, they chose to “go back to their roots” and run with their original logo design. Along with a host of other marketing plans, the choice to change from their iconic green logo is receiving mixed reviews. This should serve as a wake up call to anyone considering a logo change for their business. One of the vital components to a successful business is brand recognition. While the decision to go back to an old design isn’t a complete change, it’s still risky.

Personally, I think it’s a bad decision for Starbucks. To me, it further emphasizes the fact that they are a company that’s unstable. Yes, they’re big. Yes, they have iconic status. Yes, they can probably make big changes without it being too adverse to their bottom line. But, I still think it’s a bad idea. If they really want to “restore” goodwill with their customers, I’d recommend the following:

Get rid of the automatic machines. Retrain their staff to perform as real baristas on real, quality espresso machines. “Just say no” to button pushers.

Everyone hates the tall, grande, venti verbiage. They always have. How about small, medium, and large?!

Spend more time and effort putting together a better roasted, fresher tasting coffee. Quit wasting time on more ‘clever’ marketing schemes. Stop acting so ‘corporate’ and become real, local coffeehouses again.

So, as you can see…for me, it takes much more than changing a logo to get me to darken the door of one of the numerous local, Starbucks near me.

What’s your opinion about Starbucks’ choice to change back to an older version of their logo? Do you see their decision as a positive or negative one? I’d be interested to know…