Jonathan Sands, chairman of international design consultancy Elmwood, has praised the controversial redesign of the Starbucks logo.
The new logo for the world’s largest coffee chain has dropped both the name ‘Starbucks’ and the word ‘coffee’ from the previous design, choosing to focus solely on its 40-year-old green image of a twin tailed siren.
As a result of the new design being unveiled, hundreds of customers have complained directly to Starbucks through its website, calling for it to reintroduce the previous logo design.
Sands said: “First of all I think it is extremely unprofessional to criticise another agency's work (and actually cowardly if you do so anonymously) when you have no sight of the brief or any understanding of the background research that was done. And there will have been lots.
"For me the idea of leveraging the core asset, 'the siren', is a good one and the fact that only two hundred customers have complained out of tens of millions is an awesome achievement. It gets my vote.”
The new Starbucks identity was launched this week around the world as the company looks set to expand its offer from coffee.