Does a logo make a coffee taste better? Do new ads, billboards and a different color coffee cup lid make you buy more? Caribou coffee thinks so and has retooled its look and feel. In the StarTribune.com, Caribou’s senior vice president said he wanted a visual signal that “Caribou is alive and well.”
New Caribou Logo
Old Caribou Logo
I’m a Starbucks fan. I don’t know why, but I just love their coffee products even though my doctor has me drinking decaf. Last year I visited the first Starbucks in Seattle. It was like a journey to Mecca. I’m so “branded.” As you can see there was even a guy singing a song about me having my photo taken outside the home store.
But what role does the look play in my coffee enjoyment? And, has Caribou changed it’s overall look enough to entice new drinkers? You must judge for yourself, but Starbucks is better branded to me. The new Caribou logo looks a little to esoteric and it won’t show up well on a sign. I also don’t believe that the new look represents the corporate culture and store environment. Starbucks is loud and literal, and you can see it a mile away.
To me, you can’t change a logo to what you are not. It has to be true to the personality of your business or organization. Time for another “venti decaf nonfat latte extra hot.”
One-Minute Marketer® 
You should be very proud of your son, he is driving a lot of traffic your way. Looks like he takes after his father.
I agree. He’s done a great job. The audience for the blog doubled when he did one shout-out. I’m going to need to do a blog on his efforts. Thanks for reading.
Agree with you entirely. Great blog with a lot of valid points. Bookmarked; I’m looking forward to your next post!
Totally agree. Although the new script-face of “Caribou” looks good, the older logo tells more of a story. It’s impossible to build brand equity if rebrands and realignments of logos and marketing are done every few years. the SVP should have concentrated on listening to Caribou’s customers and enhancing the product.