Seattle's Best Coffee has a new design, which makes one wonder why they bothered because it's disturbingly ugly, in a plain non-descript and uncoffee-like way. It looks more like the logo for an off brand of feminine hygiene products. Reasoning for the ugly logo:
According to a spokesperson for the company, the logo "has to live in all kinds of environments." The understated look may be intentionally generic, as she says they "want it to be a universal sign for good coffee someday."