Is change always good?
Being a designer, I’m always keeping up with which companies change their logos, and why. I was a bit surprised when I found out Caribou had a new logo. My first question was, “What was wrong with their old one?” In the Caribou – Starbucks war, I’ve always rooted for Caribou for several reasons, the first simply that I think their coffee just tastes better. Second, I like the atmosphere of the stores themselves. When I step foot in Caribou Coffee, I feel like I’m at a cabin up north. It has a certain charm and character that Starbucks is missing (for the record, I’m not a Starbucks hater; I think they have excellent breakfast sandwiches). The big wooden beams, the cozy stone fireplace, and checkerboards on tables – it’s a setting I think people feel comfortable in.
When I saw the new logo, of course I had my opinions; it’s so easy to when you’re a designer. I found myself immediately critical of their font and color choices, so I did some research to see why these were made. I’ve concluded that Caribou’s primary goal was to modernize their identity, which seems as valid a reason as any. However, if they take the modernizing too far, I’m afraid it will just be another Starbucks. They have to be very careful not to lose that charm and character that sets them apart.
There are close to 250 comments on Caribou’s Facebook Page with fans expressing their opinions, both positive and negative, on the identity change. They range from “I really like it. Embrace the change!” to “absolutely hate the logo!” Just from reading the comments it’s obvious to see that people do get very attached to a brand. So when does a company know when it’s appropriate to change their identity? What do you do if 90% of the reaction is negative and consumers are asking for the old logo back? In Tropicana’s well-publicized packaging change, negative consumer reaction got them to reverse their decision.
Even though I will miss the old logo dearly, the new one won’t stop me from grabbing a cup on my way into work. However, if that in-store character that I’m partial to starts to disappear, I’ll have to start the search for the next cozy coffee place to relax in.
Perry 04/19/2010
Is change always good? No…see coca cola, they had a loyal base. Permanently wrecked a good thing that was ageless and the formula is still the same, or is it? I bet people are still confused.
Alan V 04/20/2010
didn’t notice the change but now that you’ve pointed it out I think the font is hard to read. Also, the logo diagram is helpful but if I saw the animal logo outside of it’s frame of reference I would have no idea what it represents.
I like the older ID.
Lynne W 05/10/2010
Was very disappointed in the new logo as well. As a graphic designer and I couldn’t figure out what it was, and had to have the Barrister explain it to me. She commented that other employees didn’t like it either. Good to know others feel the same way. They need to go back to the older one. Change like this is not good.