Starbucks Brand guide

INTRODUCTION

Starbucks is a multinational coffee company and coffeehouse chain based in Seattle, Washington. The company was founded in 1971 and has since become one of the largest coffeehouse chains in the world, with over 30,000 locations in 80 countries. Starbucks is known for its high-quality coffee, espresso drinks, teas, and other beverages, as well as its food items such as pastries, sandwiches, and salads.

In addition to its core business of coffeehouses, Starbucks has expanded into other areas such as coffee and tea products sold in grocery stores, and partnerships with other companies such as Nestle for the distribution of Starbucks products. The company is also committed to sustainability and has set ambitious goals for reducing its environmental impact and promoting ethical sourcing practices.

BRAND HISTORY AND VISION

Starbucks was founded in 1971 in Seattle, Washington by three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker. The company initially sold only high-quality coffee beans and coffee-making equipment, It continued to expand throughout the 1980s and 1990s, both in the United States and internationally, with its first store outside North America opening in Tokyo in 1996.

Starbucks’ vision statement is “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

This vision statement reflects the company’s commitment to creating a positive impact on the world by connecting with its customers and communities in meaningful ways.

COLOUR SEMIOTICS

The colors used in Starbucks’ logo include deep green and white. The green stands as the background color, while the white is used for the main siren symbol. In the design world, green is a color that represents healing, nature, and protection. Often times, it is also a color that is used to signify wealth and money.

The selection of these colors for the Starbucks logo is based on the way the company wants to be perceived by its consumers. The designers wanted them the green color to be representative of the positive way the brand treats its customers as well as its partners.

For a long time, Starbucks has been making efforts to ethically source their coffees while also ensuring that the farmers they work with are treated with care. Simply put, Starbucks wants to be seen as a company with great corporate social responsibility.

LOGO AND ITS EVOLUTION

The green element appeared. 2 stars replaced the dots. Tea and spices text removed.

A mermaid with flowing hair was introduced

Siren symbol became all white against a green background. Stars, text and circle were removed.

The siren symbol was made more approachable, broader and clearer

1971 1987 1992 2011

Has a two-tailed mermaid (siren) symbol. Featured a wordmark around a circular badge Brand Identity for the next fifteen years

The face occupied most circle space

Mermaid tails appeared as a side hint

Typefaced got modernized Letters appeared larger

TYPOGRAPHY

Starbucks uses three fonts: Sodo Sans, Lander and Pike.

Sodo Sans is their most versatile typeface, frequently used for body copy.

Lander is their serif typeface, and used as an accent for more expressive moments.

Pike is their more impactful typeface, condensed appearance lending to functional headlines and wayfinding.

MOODBOARD

Coffee that Inspires

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Tata Starbucks announced the launch of #ItStartsWithYourName campaign The campaign is a callout to all new customers to come and experience the warmth , personalisation and strong sense of connection offered by the brand that celebrates a gesture that welcomes each person walking into any Starbucks store across the country, making the brand more inclusive. During the COVID-19 pandemic people were requested to take protective measures and Starbucks excelled in that field of advertising for awareness taking into account the dire need of protection from the pandemic. The integrated brand campaign titled ‘Every Table Has a Story’ –features a 60-second film showcasing the life of aspiring creatives. The campaign embraces newfound flexibility, spotlighting the renaissance in working from coffee shops and celebrating the journeys of enterprising individuals who were already furthering their passions at Starbucks.