Last week's item, Starbuck's brown heritage logo
, spurred lots of chatter in Rate the Ad-land. The retro logo, Starbuck's original, reemerged for a few weeks to replace the normal, iconic green symbol on hot cups. The use of the old-now-new mark was meant to acknowledge the retailer's Seattle heritage and promote its new, everyday blend, Pike Place Roast. Was the old school image diluting a strong brand touchpoint or a smart use of existing assets? One thing's for sure: Starbuck's has successfully combated all that negative press, at least in the ad world; viewers really love that new "less burnt" brew. As for the logo, commenter "ebeth00" says "[I love] the revived retro look. It's somehow chic and earthy, all at the same time. Since the original logo predates my birth, let alone my coffee habit, it's all new to me." Andrea from Salt Lake City says "The brown logo made [the new brew] stand out as 'an old West' brand, along with the Pike name."
On the flip side, dissenters were a little confused by the switch-up. "tdale" says, "I have noticed the new look, but I didn't draw any particular message or feel from it. I had no clue it was retro, and I think most consumers are probably in the same boat" and "peteruzzi" says "Did Starbuck's need to redesign one of the most recognizable brands on the planet? If it ain't broke...."