Leave it to Starbucks to...errr...buck the expectations of brand experts the world over. Branding gospel dictates that, unless undergoing a radical re-branding and re-positioning effort, once a brand icon is cemented in the minds of consumers, we dare not change it - save a few cosmetic updates here and there.

Unless you've been living under a rock, Starbucks' famed green circular logo, complete with mermaid and stars, frequently finds itself on your visual radar when walking down nearly any urban street and in a shopping mall near you. It's so recognizable, in fact, that any white cup sporting a circular emblem is likely to be taken for a carrier of Starbucks spawn, even if it's a designer-imposter.

Despite the logo's rock star-like recognition, in an attempt to return to its roots, Starbucks has introduced a new cup with a new-retro version of its famed logo. Already, the move has delivered a generous serving of buzz for the company, which hopes to boost its sagging sales of-late.

Luckily, those of us who are attached to standard-issue Starbucks will shortly see a return of our beacon of caffeinated satisfaction. The retro logo is being launched as a temporary measure in hopes it will put Starbucks back in a top-of-mind position with consumers.

While the rules of consistency in branding exist to prevent erosion of hard-earned recognition, sometimes breaking them - especially for a company as widely-known as Starbucks - can serve up a double shot of much-needed attention.

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