Comments on: New ‘Bou

By: Nate

Nate — Thu, 04 Mar 2010 20:12:08 +0000

not a big fan of the rebrand for most of the same reasons that have all been stated above. Dan, I commend you for mocking up your own but I think yours looks mean… Like the Caribou will jump out and kick me in the face is I dont choose the right drink Good work though.

By: Friday Favs 2_26_10 | ScriptureShorts.tv

Friday Favs 2_26_10 | ScriptureShorts.tv — Fri, 26 Feb 2010 15:45:40 +0000

[...] Caribou Coffee’s Brand Redesign [...]

By: Friday Favs 2_26_10 | Timbuktoons Studio

Friday Favs 2_26_10 | Timbuktoons Studio — Fri, 26 Feb 2010 15:42:31 +0000

[...] Caribou Coffee’s Brand Redesign [...]

By: Craig Johnson

Craig Johnson — Fri, 26 Feb 2010 11:19:03 +0000

That’s excellent Dan! I love it. Much better.

By: Dan

Dan — Fri, 26 Feb 2010 04:33:24 +0000

I don’t like it either. The two spoons that come together to form an abstract coffee bean screams “first week at art-shool” project. It’s also got that wanna-be 1955 feel and not in a cool retro way. It just doesn’t work. They went backwards instead of forward. To put my money where my mouth is, I mocked up my own version… http://danalmasy.com/snapshots/dancaribou.png

By: Ross Gott

Ross Gott — Thu, 25 Feb 2010 13:47:45 +0000

I agree (although I really don’t know what I’m talking about). They reinforced their coffee focus with the ‘bean’. The overall feel seems generic. Oh, oh! I got it… the blue backdrop is a teabag! Aha! (remember I don’t know what I’m talking about?)

By: @austinklee

@austinklee — Wed, 24 Feb 2010 19:18:36 +0000

Craig and Blake hit the nail on the head! Muddled messaging from Caribou. I echo Brittany…nice scoop Craig!

By: Brittany Thoms

Brittany Thoms — Wed, 24 Feb 2010 15:43:12 +0000

First of all, nice scoop Craig. Has this been released anywhere else? Secondly, I don’t like the new logo at all. If anything, given these two identities without knowing which came first, I would think the original would be the appropriate rebrand, which says that a) it’s more appealing and b) it fits the brand better. I agree with Blake also.

By: ruthanne burch

ruthanne burch — Wed, 24 Feb 2010 15:41:26 +0000

“it’s interesting.” that was my first thought. i agree with blake i like the attempt at being simple but i don’t see how this reflects their new push into the world of tea. i wonder how many people will see the hidden symbols in there too. i also think that the script may be hard to read for some people.
it will be interesting to see how other people react to it.

By: Blake Howard

Blake Howard — Wed, 24 Feb 2010 15:06:01 +0000

I really don’t like it. I love the attempt of simplicity, always good intentions, but the mark becomes generic and ambiguous for me. Also I could see some issues with the readability of that script type at small sizes. I don’t see how this new direction helps with the “tea” focus at all… especially with the coffee bean shape in the middle. However, my biggest concern is not the new logo design, but the decision to rebrand at all. Sometimes I feel like stagnate brands use it as an attempt to gain momentum when its not the logo that needs fixing- its the business.