Starbucks with Connie Birdsall

Dropping a name from your logo is a tall order. In 2011,
Starbucks did just that. Some found it too strong while others
felt it was just right. Connie Birdsdall, senior partner and
Global Creative Director at Lippincott, led the work and gives us
an unfiltered account of the strategy, process, and how it all
unfolded.

To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.

Credits: Produced by Matchstic (matchstic.com / @matchstic),
hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark,
fact-checked by Jill Jefferies, co-written by Pamela Henman and
edited by Matt Owen