I am not an expert on logo’s, but I’ll give myself a nice pat on the back on understanding the remarkable and what people are drawn to. It seems a lot of companies have been changing or tweaking their company logo’s as of late, so here are my thoughts on the most recent change I read about:
Part of the idea behind this probably stems from company growth. Currently Seattle’s Best is very limited, situated in roughly 3,000 locations. Starbucks is looking to grow the brand dramatically to 30,000 by the end of next year.
People don’t like change. They don’t like things being taken away, even they are replaced by something that is superior. Here is a great short blogpost by 37signals on the Art of Taking Things Away
Bottom line – understand your goal and work on the things that really matter. If the logo is part of the rebranding process, then fine, but it’s not your logo that makes your brand. Also, be wary of trends … most of the logo’s I’ve been seeing lately are really poppy – rounded, flatter colors, not a ton of detail, and from a non-graphic artist perspective – lack character. Does this mean you’ll have to change your logo again in 20 years to go with a new trend? Just some food for thought.