Starbucks Coffee Company: A New Logo for New Markets

Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo to reflect the new direction of the company. While some companies have been successful with their logo redesigns, several have failed and experienced lost revenues in the process. Additionally, Starbucks faces more intense competition and possible negative reactions from the public. Management must first decide if it will go forward with its new logo and if so, how to plan the roll out and sell it to the market and its customers.