Holding this new Starbucks logo-ed cup makes me happier, this is a perfect example of a brand that knows how to evolve its identity. Moving from Logo+Logotype+Tagline to just a Logo is the battle many creatives fight and lose on. I was in the Motorola batwing battle, (remember the slanted “MOTOROLA” and the tag “intelligence everywhere”?) it took us two full years to convince them.
I’m sure many will doubt this branding effort, but you can’t deny its impact in Non- English speaking countries, also known as – 75% of this planet.
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