Yesterday was cold over much of the northern United States, but it reminded me of last October.
Starbucks unveiled its new logo and many of the same people who were upset with the Gap logo redesign put down their lattes in protest. They got online and wrote that taking “Starbucks Coffee” off the brand marque will put the company in jeopardy.
Do real people really care?
The Craigslist logo is ugly. But in its ugly, utilitarian way it tells you they care about one thing: helping you find an apartment or a table or a job. And the truth is the Craigslist brand come through on that promise on more than 700 local websites in 70 countries.
Do you complain about the Craigslist logo or do you use their website? You may do both. But does it really matter? A brand is far more than a logo or label, as you can see in the chart below.
Starbucks will go on to serve coffee and who knows what else. Whether it says Starbucks Coffee on the logo or not.
Chart from Business Insider.