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Coffee City

Melissa Allison follows the world's biggest coffee-shop chain and other Seattle caffeine purveyors.

May 13, 2010 at 10:43 AM

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Seattle's Best Coffee's not the first new logo to catch flak

Posted by Melissa Allison

If readers of The Seattle Times are any gauge, the new Seattle's Best Coffee logo is not a hit. An online poll shows 68 percent of them think Starbucks, which owns SBC, should go back to the drawing board, and the comments -- like so many newspaper reader comments -- are not kind.

It could be that new logos in general attract heat. The site Brand New was formed after readers of another, now-defunct site were turned off by gripes about new logos. Now that flak appears on Brand New, where a lot of professionals rip on and spoof new logos. "And, while we do all bitch quite a bit, the opinions presented throughout amount to something of real value for those in the field," the site says.

Here's their take on the new Seattle's Best Coffee logo, including a few snarky logos they created to spoof it. Thank you to Unkanny, a commenter in a previous string, for the link.

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