Logo Overhaul: Will Customers Still Answer the Siren Call of Starbucks?

Starbucks has emerged over the last 20 years as one of the premier consumer brands in the world, alongside icons like Apple and Nike. Now, the company has decided to give that brand a facelift, revamping its ubiquitous logo. While logo overhauls can successfully communicate a company’s evolution and growth, those changes are also fraught with peril.