Step by step, consumers are taking over creative control. Some brands are willingly embracing this opportunity – crowd-sourcing their ad campaigns, giving out prizes for packaging, outsourcing their naming or voting over videos – but others are being forced to play the game more reluctantly. And the corporate logo appears to be the next target. The design story of 2010 was the consumer reaction to the new Gap logo and the back-peddling that followed as Gap succumbed to the pressure of consumer dislike (much like Tropicana did) and went back to the way things were. And now, the new Starbucks logo could be heading for the same fate. Consumers have a voice and when they don’t like something today they have many ways to express it. This year, we are going to see design become the next platform for creative expression – but when is the right time to listen?