Seattle’s Best Coffee, part of Starbucks Corporation, yesterday (May 12) unveiled a new brand direction as part of a bold reinvention of the coffee company that was acquired in 2003. The new brand identity, including a new logo, will play a key role in Seattle’s Best Coffee’s strategy to redefine the traditional conventions of the coffee category, making high-quality coffee more accessible than ever before.

Old Logo

New Logo

“After decades of experience in the coffee business and providing millions of customers with our distinctive and approachable coffee, we are fully unleashing the power of the Seattle’s Best Coffee brand to create the next global coffee brand, inspired by our belief that everyone deserves a great cup of coffee,” said Michelle Gass, president, Seattle’s Best Coffee. “We are determined to turn the traditional coffee model on its head with innovative new approaches in every phase of our business – partnerships, retail, and packaged goods – and to take our premium coffee to the places our customers go in their everyday lives.”

The new Seattle’s Best Coffee logo maintains the brand’s historic association with its name and the color red while assembling a number of universal coffee symbols, such as a drop and a cup, in an unexpected way. The new logo was designed by Creature, an independent brand and advertising agency based in Seattle.

“Our new brand identity was inspired by the history of the Seattle’s Best Coffee culture, one of optimism and fun,” said Gass. “The new brand direction will bring a simplified approach to the coffee category in all the ways it will touch the customer.”