Gap and Starbucks Logo Changes: The Social-Media Reaction

Starbucks' new logo and Steve Olenski's post last week about marketers "who leave well enough alone" with their logos got us thinking. He talks about some studies that show how a brand's most loyal fans respond to logo changes. But what about everyone else? Eighty percent of consumers said, "What are you even talking about?" in an Ad Age/Ipsos Observer poll conducted shortly after the Gap logo morphed into the American Express Blue logo and shortly before it flipped back.