Circles and Swooshes What's behind the trend toward kinder, gentler logos?

摘要

When starbucks coffee rolls out its new logo in stores in early March, you might notice something missing from your coffee cup: the words Starbucks Coffee. The company says removing its angular text from the logo allows for more flexibil ity overall. And Vikas Mittal, a Rice University professor who studies logo redesigns and brand commitment, believes it will have an added benefit as Starbucks begins to expand in Asia.