Starbucks' New Logo: Great Idea or a bit too much?

In this article with a video attached there is a discussion about why Starbucks created a new logo, some of the parts of that logo, and public response to the logo.  The article demonstrates the power of the branding strategy that is significant to even the larger of companies.  If this is the case then is it not equally important the emerging companies make the same consideration.  Also note that in the video Schultz makes reference to the 'team' as an important part of the Starbucks' success story.

http://money.cnn.com/2011/01/05/news/companies/starbucks_new_logo/index.htm