Last week’s unveiling of the new and more clean Starbucks logo — featuring only its iconic siren, with the words “Starbucks” and “coffee” removed from the outer ring — and the subsequent ridicule and critique the company took on the Internet, left me wondering whether a brand will ever again be able to successfully change its logo, or undergo a full rebranding effort, in the digital age.

Think about it: When was the last time within the past five years when a new logo or rebranding effort was met with resounding applause in the blogosphere? . . . Yeah, I’m still trying to think of an example, too. Continue reading →