Starbucks response

I agree that changing a company's logo every decade or so is necessary to keep it's image fresh and give it the ability to attract new potential customers. Just as the world changes, so too should a company. At the same  time it must make sure not to make a drastic change in a small amount of time at the risk of losing faithful consumers. A fresh take on a familiar logo, I believe, is the best way to gain new customers while staying true to those who have supported the company from the beginning. Change can be a scary thing to us. The unknown tends to frighten away most people but if done correctly it can open an entire world of new possibilities.