從星巴克、GAP到Airbnb：歷數那些不如不換的品牌logo

????星巴克

????發布日期：2011年

????壽命：至今健在

????為了慶祝公司成立40周年，星巴克給自己換了一個更簡潔的logo。首先是在logo里加入了很多綠色，其次是除去了“星巴克咖啡”的英文字樣。這串字母原本環繞在星巴克的招牌符號——女海妖的身邊。CEO霍華德?舒爾茨表示，這位女海妖在公司40年的風雨歷程中“一直都在”，而且需要一次“雖然小但是有意義的升級”。消費者的反映最初是褒貶不一，不過目前批評的聲音已經淡去。（財富中文網）

????譯者：樸成奎

????Starbucks

????Date released: 2011

????Lifetime: Still alive

????Starbucks switched its logo to something simpler to celebrate its 40th anniversary. The company added a lot of green to the design and removed the "Starbucks Coffee" phrase that had wrapped around the company's signature symbol - a siren. CEO Howard Kurtz said that the mascot had "been through it all" over the last four decades, and needed a "small but meaningful update." Reactions were initially mixed, although the criticism has since died down.