Seattle's Best Coffee new logo stir critics

Seattle's Best Coffee revealed a redesigned logo this week. Unfortunately, it's ambiguous look brings to mind a lot more than just a cup of joe.

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."

Wednesday, May 19, 2010
by Joe Lynch
yahoo.com