Sometimes I have to wonder about corporate decision makers.
 

I would be willing to bet that a majority of the people that see a TV show or movie that shows someone drinking coffee from one of these cups, will immediately know it is from Starbucks, even if just a portion of the cup is displayed.

http://www.boston.com/ae/music/blog/starbucks.JPG

You don't need to see the entire logo to know who is it. That distinctive green sets it apart. To me, that is successful branding.

So, why would they change from the green to a brown logo? Anyone?

They have starbucks every 1 or 2 miles in major cities, they are everywhere

Looks like they just changed the cups. They are keeping the same logo and signs.

I don't think it matters anyways. By now everyone knows Starbucks. It has been ingrained into our culture. I'd imagine they are just doing so to change things up and reinvigorate interest in the brand. They did have to shut down a bunch of locations recently.

Any sucessful brand has to do this at one point or another. Look at Nike, Coke, Apple, etc.

Escapes me. From courses in marketing, green would be the better choice. There are psychological responses to color. Seems to me the color brown would just plain be wrong even with a new logo and new branding.

Given the amount of money involved, one would think they tested the new logo design including color in 'focus groups'. Having worked in the advertising industry a bit, I know that doesn't always happen.

So go figure??? Their reasoning would be interesting to hear.

Today Starbucks is giving away free coffee trying to gain customers back. Just heard that on the news.

Baddog, agree with you 100%. WTF are they thinking?

Could be for media buzz. Although if they DO switch it, seems very stupid to me.