The Third Direction for Starbucks

Conny has three directions for the starbucks team, which feels pretty risky. In the end, they really liked this very kind of simple direct direction and that system worked hardest to get them there. They felt because they weren't literally changing the symbol, if you will, like the siren was still going to be there,. And we weren't redesigning new typography. We weren't really redesigning the symbol. We were just pulling it apart. It's interesting in general withbrands, when you are trying to signal that something's different about you, the change has to be great enough so people can actually experience itand see it.