Intellectual Property Law

Seattle's Best Coffee Unveils New Trademark

By Michael Atkins

Seattle’s Best Coffee logos — Old and new

Seattle’s Best Coffee has been changing its market strategy. Now it’s changing its brand.

What started as a lighter version of Starbucks coffee has taken a different tack. Now the Starbucks-owned brand is sold mostly in Borders bookstores, Subways, Burger Kings, and AMC Theaters.

It only makes sense that the brand reflect those changes.

The Seattle Times has a nice discussion on the brand’s evolution and how the new look matches SBC’s new strategy. 

“We’re going back into the heritage of the company with its sense of fun and optimism, then bringing an element of simplicity,” SBC’s head said.

The Times describes the new design as “an open-mouthed smiley face with a drip of coffee.”

PTO nerds (not me, thanks) saw evidence of SBC’s evolution two months ago. The company filed to register its new logo on March 4.

Full post as published by Seattle Trademark Lawyer on May 12, 2010 (boomark / email).