“The best days of Starbucks are ahead of us.” So gushes the seemingly undercaffeinated Starbucks CEO Howard Schultz in the company’s announcement of the unveiling of their new logo. Like the MTV logo last year, it’s not much more than a crop job. The name that explained who the company is can now be excluded. The message: if you have to ask, you’re hopelessly backward.
Here are my predictions for future Starbucks logos. Study them while you can.