Caribou Coffee Logo Evolution

Caribou Coffee is a specialty coffee and espresso retailer, the second largest in the United States after Starbucks. Caribou sells gourmet coffees, teas, and bakery goods in 415 company-owned coffeehouses in 16 states and the District of Columbia, as well as 80 franchise locations worldwide. The founders of the company were inspired to start this company while they were in Alaska's Denali National Park and hence the name Caribou. A Caribou is a wild reindeer in North America widespread across the Arctic and Subarctic.

The new logo has the following key changes and concepts.

1. Central to this new rebranding, the company's logo has been adapted to a simpler but playful representation of the brand's key identification. Most noticeably, the leaping caribou is now a coffee-brown color and in the brand's playful nature, is assembled out of graphic elements, including a coffee bean at the heart of the animal and "C" shaped antlers.
2. The two legs of the Caribou are in the shape of spoons that are used to measure coffee
3. The caribou also now leaps to the right, signifying the company's vision and movement toward the future.
4. The blue shield at the back represents the signage from Alaska's Denali park and was also present in the old logo. 
5. The "Cariobou Coffee" font is also more contemporaryand easy to read.

The new brand look includes a new logo, color palette and design elements that bring fresh energy and broader context to the existing tagline: Life is short. Stay awake for it.
Overall I like the new logo. Its more creative and also has some nice intelligent concepts in it too..

The original logo of Caribou Coffee is shown above. The original logo had the caribou leaping left and the blue signage as in the new logo.

The picture on the left is that of a Carbou and you can see how the logo looks like the animal