Brand Guidelines ®
STARBUCKS
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Contents
1.0
Introduction
2.0
Logo 2.1 Modifications 2.2 Logo Specifics 2.3 Logo Sizes 2.4 Logo Styles 2.5 Dont’s
3.0
Colour Palette
4.0
Typography
5.0
Corporate Stationery 5.1 Business Card 5.2 Letterhead 5.3 Envelope
6.0
Store essentials and Packaging
7.0
Posters
8.0
User Interface 8.1 Mobile App 8.2 Website
1.0
Introduction
Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington, in 1971. As of early 2019, the company operates over 30,000 locations worldwide. The brand has changed the way the world drinks coffee outside home and work. Starbucks has been responsible for creating the concept of a third place between home and work where people can relax, enjoy a cup of coffee and experience the inviting ambience. It is often said that Starbucks taught America how to drink coffee and is now continuously teaching the world. By offering a pleasurable and relaxed customer experience, Starbucks has been successful in focusing the customers’ attention on the quality of the experience, the enjoyable memories that can be woven together in its stores and not on the pricing of its products. The organisation’s clever and innovative ways of understanding its customers has enabled Starbucks to build an iconic global brand that has resonated with customers across the world for over 45 years now.
2.0
Logo
Modifications The Starbucks logo is one of the most recognised logos in the world. Siren - the twin tailed mermaid, the green colour, the circle and the star, all are it’s key elements. Yet, many people wonder why a mermaid represents a coffee company. The existing logo was modified so that it could conect it’s customers more with the Starbucks experience. The preferred approach is to use the Siren logo by itself, unlocked from the wordmark.
In the modified logo: Siren, the mermaid, got eyes to connect her more with her customers; The facial features have been slightly modified to make her look happier and welcoming. The “S” in the centre stands for ‘Starbucks’. The style of the S goes along with her flowy hair, and also signifies the steam of coffee; The bubbles further add to her environment, while also indicating the bubbles of the drinks.
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The font of the Starbucks name has been changed to Humanist 777 Black.
Logo Specifics
x
z x
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6z
The area surrounding the logo in gray is the clearspace.
Clearspace 6z
Whenever the logo is used, it should be surrounded with clearspace to ensure it’s visibility and impact. No graphic elements of anu kind should invade the zone.
Logo Sizes STARBUCKS
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Logo Styles Positive Colour The primary logo, and for use in all media formats.
Negative Colour The logo maintains it’s primary colours even when used on any coloured background.
Solid Black The solid black logo for use in fax, B/w printing etc.
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Dont’s STARBUCKS
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Do not change the colour palette
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Do not rotate Do not rescale or change the proportions
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Do not invert the colours of Siren logo Do not add embellishments like drop shadow, embossing etc.
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3.0
Colour Palette
STARBUCKS GREEN
STARBUCKS GREEN
CMYK 81 31 91 21 RGB 5 113 66 WEB #057142
WHITE
Starbucks Green is the most identifiable of the brand’s assets, thus is the most used colour overall. It is in fact the colour which makes the Siren logo and the wordmark so recognizable in the first place.
CMYK 0 0 0 0 RGB 255 255 255 WEB #ffffff
WHITE
A foundational piece of our brand and logo. Use as needed for type, backgrounds and more.
HOUSE GREEN CMYK 89 31 91 61 RGB 0 68 35 WEB #004423
HOUSE GREEN
A secondary colour. Pairs well with our Starbucks Green and extends it’s range. Use as a neutral colour.
BLACK BLACK
A core colour that can be used for type or accents.
NEUTRAL GRAY CMYK 11 6 8 0 RGB 224 228 227 WEB #e0e4e3 Use for backgrounds
CMYK 0 0 0 100 RGB 0 0 0 WEB #000000
NEUTRAL GRAY
4.0
Typography
Humnst777 Blk BT Logo Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Black
1234567890@&$?!
Humnst777 BT Primary Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Roman
abcdefghijklmnopqrstuvwxyz 1234567890@&$?!
Humnst777 Lt BT Secondary Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@&$?!
Light
5.0
Corporate Stationery
Business card
Dimensions - 88 mm x 50 mm
Frontside
Paper - 220 GSM, uncoated white The business card has the card holder’s name, designation and contact details on the frontside along with the Starbucks company name. The backside has the Siren logo on Starbucks green colour background.
Backside
Letterhead 83 mm
70 mm
30 mm
Dimensions - 297 mm x 210 mm Paper - 120 GSM, uncoated white 157 mm
The letterhead holds the Siren logo, Starbucks wordmark and the head office address on the top right. The top and bottom margins for bodycopy are 7 cms and the sides are 3 cm.
70 mm
Envelope
Dimensions - 220 mm x 110 mm Paper - uncoated white
6.0
Store Essentials & Packaging
In-store Menu
Apron
Coffee Mugs (Two sides)
Take-away Mugs (Two sides)
Coasters
Take-away Bag (Two sides)
Packaged ground coffee Starbucks ground coffee - Dark, Medium and Light roasts. The colours of the packaging indicate the type of roast.
7.0
Posters
Posters can be printed for in-store display or can be used digitally in it’s social media pages such as Facebook, Instagram, Twitter, and Starbucks website and mobile app. Proportions can be changed to rectangular shape if required, such as for website or mobile app.
8.0
User Interface
Mobile App
Find a Store COFFEE
MENU
COFFEEHOUSE
RESPONSIBILITY
CARD
CAREERS
ABOUT US
Website MY STARBUCKS
REWARDS
Register using the Starbucks App or card & get a
Created and Designed by
Anuradha Aggarwal
Semester project of Diploma of Graphic Design Creo Valley, Bangalore