Today’s award for “Best News Article Based on Angry Rantings In the Comments Section of the Starbucks Corporate Website” goes to Reuters, for this story about the company’s new logo.

Self-described Starbucks fanatics were not impressed and, among hundreds of comments on Starbucks’ website, called for the company’s name to be put back into the logo.

“Who’s the bonehead in your marketing department that removed the world-famous name of Starbucks Coffee from your new logo? This gold card user isn’t impressed!” wrote one customer who identified herself as MimiKatz.

Another wrote: “I have been a big supporter of (Starbucks) since the early days, taken expensive rides in taxis to get my morning coffee, even waded through two feet of snow in my business suit … but I do not see the logic of your Business Development folks for the removal of the Starbucks name.”

Congratulations, guys! “IT’S NUTS.”

If you'd like to help CJR and win a chance at one of 10 free print subscriptions, take a brief survey for us here.

Lauren Kirchner is a freelance writer covering digital security for CJR. Find her on Twitter at @lkirchner