For whatever reason, Starbucks decided it was time to change their look. I think it looks a little too corporate. Part of the charm of the older logo was its lack of minimalism. I think it seems almost amateur to pile element upon element—mermaid symbol, green ring, white text, outline ring—but that’s what helps make it seem less corporate and almost local. This new icon-only logo reminds me of cold major corporations, not a friendly warm place to get a latte. Perhaps this is just another Gap logo fiasco? Only time will tell.

I’m not sure if this is just one of those things that you only notice after you’ve bought one (like when you buy a new car, all you see on the road are other cars just like yours), but I keep seeing Gotham everywhere I look.

I started using it about a year ago for one of the companies I work for. We also use it on all the marketing materials for The Barkyard, per the style guide provided by the creators of the logo and brand, The Martin Group.

To me, Gotham may very well be the perfect font, so I really don’t mind seeing it everywhere. I’ve decided to post each time I have a #GothamSpotting on my Twitter feed. Feel free to follow along.

See also: Font of the Year and Gotham in Ten Years.