So in this world of big business, big profits, and big market shares how does one successful company beat out another in the marketplace? Providing a better product and service? Undercutting their price? Having more locations? Or maybe you could just buy up the competition then change their logo from a very distinguished and recognizable logo to a bland, generic, no frills image that inspires negative feelings rather than positive one. This is the case with Seattle based Starbucks and their former competitor and now owner of the Seattle's Best brand since 2003 when they bought them out.
The simplified design seems rather generic, say some of the kinder observers. Other pundits are calling it a bowl of cereal filled with tears. But the harshest critics say the new look seems more appropriate for a blood donation center.
"Seattle's Best Blood Bank," wrote one snarky blog commentator. "High school art students could do a better job at designing a logo," proclaimed another. Ouch.
A poll from The Seattle Times revealed a whopping 68 percent of over 2,000 respondents thought Seattle's Best Coffee should "try again."
In response, Seattle's Best, which Starbucks acquired in 2003, says it didn't intend for its new look to be fancy or visually arresting. According to a spokesperson for the company, the logo "has to live in all kinds of environments." The understated look may be intentionally generic, as she says they "want it to be a universal sign for good coffee someday." Looks more like it will turn out to be the universal sign for "this is how to beat the competition."