If readers of The Seattle Times are any gauge, the new Seattle's Best Coffee logo is not a hit. An online poll shows 68 percent of them think Starbucks, which owns SBC, should go back to the drawing board, and the comments -- like so many newspaper reader comments -- are not kind.

If readers of The Seattle Times are any gauge, the new Seattle’s Best Coffee logo is not a hit. An online poll shows 68 percent of them think Starbucks, which owns SBC, should go back to the drawing board, and the comments — like so many newspaper reader comments — are not kind.

It could be that new logos in general attract heat. The site Brand New was formed after readers of another, now-defunct site were turned off by gripes about new logos. Now that flak appears on Brand New, where a lot of professionals rip on and spoof new logos. “And, while we do all bitch quite a bit, the opinions presented throughout amount to something of real value for those in the field,” the site says.

Here’s their take on the new Seattle’s Best Coffee logo, including a few snarky logos they created to spoof it. Thank you to Unkanny, a commenter in a previous string, for the link.