Take on the New Logo

We don't often do this but I have to say the best deal in the city (now that Subway doubled the price of the breakfast melt) is the $1.50 cup of Pike Place Roast over at Starbucks. Now I am not one who fawns over Starbucks in general but also am not one who can't understand the appeal. Yeah the cup sizes don't make a lot of sense, yeah the bathrooms are filthy, yeah there are too many people who park their venti double cocoa chai asses in the good seats for way too long but I do appreciate a deal and for $1.50 you almost can't go wrong.

But what I don't get is why Starbucks has canned it's old logo and starting up with a new variation of it. There are companies that would die to have the kind of logo recognition that Starbucks has and they go and change it up again. To me this is like Google saying they will now park their search engines at www.Snooby.com. but really what is strange Isn't it all about brand loyalty and name recognition and they go and throw it all away...and for what? A brown logo instead of a green one?? Maybe some graphic designer will say the lines are sleeker or the picture is less cluttered but what is the purpose?

First of all the sea urchin has fat arms and hairy boobs so I'm not exactly sure who they are trying to appeal to but she's no Daryl Hannah.  Secondly isn't Starbucks all about environmentally green initiatives, what are they doing to do with all those old cups and napkins?   But most importantly how much will this rebranding cost and what will it do to my cup of Pike Place Roast?
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