Starbucks Brand Book 2018 TM
Starbucks TM brand book 2018
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Contents:
Page .7 ............. Brand vision & Mission values Page .8 ............. Brand Story – who are we? Page .10 ...................... Brand Positioning Page .12 ............................. Logo History Page. 14 ........... Brand Identity Prism Brand Guidelines Page .18 ........................... Logo use Page .20 ........... Logo Guidelines Page .22 .............Image Guidelines Page .23 ...................................... Font Page .24 .................................... Colour Page .29 ................................Tone of Voice Page .30.....................................Our Partners .
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Starbucks TM brand book 2018
Our Partners- Style ...................... Page .32 Communication Guidelines ... Page .34 Brand Touch Points ................ Page .36 Product line .............................. Page .40 Merchandise .......................... Page .42 Our Consumers ..................... Page .46 Store requirements ................ Page .48 Website and social media ... Page .50 Sustainability Our Products ........................Page .54 Geographical reach ..............Page .55 Our Stores ..................................Page .56 Useful contacts ................................ Page . 64
Starbucks TM brand book 2018
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Starbucks TM brand book 2018
Hello! and welcome to Starbucks. Here at Starbucks Coffee we are a fun, and friendly company where our coffee and the people drinking our coffee comes first. Although it is all about the coffee and our customers we also care hugely about our branding and what it says about us, it is imperative that we stay consistent worldwide. We want our customers to be able to go abroad and have the exact same brilliant coffee and brilliant service whether they’re half the world away or at home.
Our mission . . . To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.
Our values . . . + + + + +
With our partners, our coffee and our customers at our core, we live these values: Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status-quo and finding new ways to grow our company and each other Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable for results. We are performance driven, through the lens of humanity.
Starbucks TM brand book 2018
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Brand Story – who are we? Starbucks is much more than a company that produces quality coffee. Our customers can always count on an authentic service and an inviting atmosphere. We are passionate suppliers of coffee and everything that accompanies the wonderful experience of a coffee shop. Our stores are used as a meeting place, where our customers come to relax, talk or work. Stopping at one of our stores is part of a daily routine for many of our customers, and we are proud of that. That's why we are more than just coffee. In 1982, the company gained the now marketing director and CEO Howard Schultz, originally an employee Schultz wanted Starbucks to start selling coffee, along with the teas and spices it already sold, however the CEO at the time did not, due to this Schultz left Starbucks In 1985 and opened Il Giornale bar-cafe located in the Columbia Center. In the meantime Starbucks as a business was starting to fail so reached out to Schultz for his marketing ideas, the introduction of coffee to Starbucks was such a huge success that it enabled Schultz to buy the company and the six stores in Seattle. He then combined his previous brand Il Giornale with Starbucks to create the Starbucks that we know and love today. With more than 19,000 stores spread across 50 countries, currently, Starbucks is one of the largest coffee shops in the world.
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Starbucks TM brand book 2018
Starbucks TM brand book 2018
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Brand Positioning
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Starbucks TM brand book 2018
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Logo History
Our first logo contained a depiction of a 15th century siren, the original idea was that the siren was an alluring sex symbol that attracted people to her, and the hope was that if it was used for Starbucks than the shop would have the same alluring, attractive sense.
1971
1987
1992
2011
Starbucks first brand logo was created with the words coffee, tea and spices to demonstrate the products sold. The original logo also showed the first adaptation of the original siren.
The second logo for Starbucks incorporated the green colour from Schultz’s first company Il Giornale. The siren has been adapted so that her hair covers her naked breasts, the tail has also become more rounded so the appearance does not look as pronounced as legs.
Starbucks then changed their logo for the third time, the changes where made mainly within the siren by removing her navel, and the lower section of her lower half to create a more zoomed in image.
The final and most recent logo change was created for our 40 year anniversary. The new design consists of removing the outer band which contains the text, the black has also been removed, creating the green and white siren used today.
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Starbucks TM brand book 2018
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Brand Identity Prism
Picture of Sender Personality Quality-orientated, traditional, modern, friendly
Relationship Personalisation, friendship, proximity
Culture Commitment, respect.
Reflection Connected, a place to meet and work, traditional, qualitative.
Self Image Quality, ethically responsible, relaxed, consistent, modern, on trend Picture of Recipient
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Internalisation
Physique Product orientated, quality and wide range of coffee, soft and cozy atmosphere.
Externalisation
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Starbucks TM brand book 2018
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Brand Guidelines; Logo use
Our logo requires 25% of the main logo diameter in clear space around the logo, this is relative to size. However there is one occasion where this rule is not adhered to is in our Christmas cups. The Christmas cups have previously had intricate designs which either cross over the edge of the logo or combine into it. Examples to the right. 25% of main logo size
As shown here in our Christmas 2016 cups the 25% of the logo diameter for the space surrounding the logo does not apply, however this use of the logo will never be found outside of the Christmas cups.
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The word mark part of our logo follows the following spacial guidelines. 150% of the scale of the letter B is used as a measure for the clear space around the logo, this is demonstrated here with the lighter ‘B’s’ to show the measurement of 150%. Inside of the dotted line is not to be filled with any other text, picture or colour as it forms part of the logo. The minimum size for the siren section of the logo is 9.5mm print size and 50 pixels web size. There is no maximum size for our logo as it needs to match its purpose. Therefore the size of the logo should be relative to the size of the poster banner or print it is printed on. We take pride in our logo as it forms our identity for recognition, if the logo is too small there is risk the customer may not see it or associate it with Starbucks.
TM
STAR B U C K S
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STAR B U C K S
Minimum size for the word mark is 12mm print size and 200 pixels web sized. This is so that the word mark is considerably smaller than the main body logo, but remains legible. However it is not advised that if the word mark is being used alone (i.e. without the main body logo) for it to appear that small.
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Brand Guidelines; Logo misuse
Do not emboss or add graphic effects.
Do not separate the logo or use compound paths.
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Do not add a drop shadow or bevel.
Do not combine the primary logo with the word-mark.
Do not flip or rotate the logo.
Do not change the width either by shrinking or enlarging.
Do not add perspective or change the angle.
Do not add to a clip art or graphic to use as a new logo.
Colour
Do not change the shape of the logo or add a background colour
Do not invert/reverse the colours within the logo.
Do not use multiple colours within the logo
Do not replace the green in the logo with any other colour
Do not use tertiary colours in the logo
Do not add light filters, leaks or flares
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Image Guidelines
Image Guidelines In terms of guidelines for images we do not have a strict set of rules for logo use. However on our social media or in advertisements our logo is always seen within the image usually on one of our products.
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Font use
Freight Sans
ABCDEFGHIJKLOMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz 1234567890 ?!@£&,./;:’ Freight Sans Bold
ABCDEFGHIJKLOMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz 1234567890 ?!@£&,./;:’ Starbucks printed logo
Starbucks in freight type
STAR B U C K S Starbucks TM brand book 2018
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Colour use
Primary colours used within Starbucks consist of the three colours used in our logo. Green, black and red.
Secondary colours used within Starbucks consist of browns and beige including natural wood colours, these types of colours you can expect to find within the decoration of our stores and packaging of products.
Tertiary colours used within Starbucks consist of pastels, ranging from purples to blues to pinks, these types of colours you can expect to find within our merchandise such as our summer line of cups as well as our Frappuccinos.
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RGB HEX/HTML CMYK
0 111 68 006F44 100 0 94 46
RGB HEX/HTML CMYK
16 24 32 101820 100 79 44 93
RGB HEX/HTML CMYK
0 111 68 006F44 100 0 94 46
RGB HEX/HTML CMYK
94 72 45 5E482D 0 0 38 80
RGB HEX/HTML CMYK
225 184 127 E1B87F 2 19 46 4
RGB HEX/HTML CMYK
245 225 164 F5E1A4 0 8 33 4
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Tone of voice
Our tone of voice and language used is informal and friendly, this is consistent across all platforms of social media as well as on our website. Our customers will also notice this friendly informal tone in the spoken language of our barristers working in our stores.
Starbucks is:
Starbucks is not:
• Fun • Friendly • Considerate • Accommodating
• Boring • Rude • Disrespectful • Accommodating
Our Partners
Here at Starbucks we do not refer to our Baristers as staff or employees, they are our partners. All partners receive something called Bean Stock which is a scheme that makes all our partners shareholders in the business. Bean stocks are awarded every year to all partners based on their role and eligibility. We realise the importance of recognising the achievements of our partners, so we have a number of recognition rewards, which allow everyone to celebrate and be recognised for their hard work. We have daily awards, quarterly awards and yearly awards, so that we get the chance to show our appreciation for our each other every day. At Starbucks, we strive to create a culture that values and respects diversity and inclusion. Our goal is to build a diverse workforce, increase competencies, shape a culture of inclusion and develop a diverse network of suppliers. Our welcoming work environment encourages partners to engage with one another and make Starbucks a place they look forward to working each day. Plus, each week, you will get the choice of taking home either a bag of our fantastic whole bean coffee, a box of tea or a 12 pack of VIAÂŽ Ready Brew.
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Our Partners-Style Guidelines
In 2016 we changed our guidelines for what our partners can and cannot wear, before we where quite strict on tattoos piercings and hair colour, however we have realised that these types of body adornments are what reflects our partners personal sense of style and we no longer want to squash that. As long as our partners are still well presented and professional tattoos and piercings will be allowed to be on display. In line with our new rules and allowances we have published a separate handbook for our partners so they can see exactly what is and isn’t allowed.
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Starbucks TM brand book 2018
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Communication Guidelines
In store customers will notice that staff can remember, recite and repeat orders correctly and quickly, this is because we use a selection of codes that mean different things, these are drawn on the side of the cup. For example an S means soya milk, and NWP means no ‘whip’. This makes the communication between the Barista and customer reliable and efficient as well as communication between Baristers as the person who takes your order and money will not make your drink for hygiene reasons.
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Communication Guidelines - Brand Touch Points 1; Our cups, Our cups are probably our biggest and most popular touch point with our consumers, they are recognisable to the brand and have acquired respect and street credibility. i.e. being seen walking around holding a Starbucks drink is fashionable.
2; Word of mouth Starbucks has gained popularity by word of mouth, people talk about their experiences and our drinks and encourage others to consume our products.
3; Store Exterior and Location Certain stores have more credibility due to their location and exterior, if a consumer is in London they are more likely to go to a Starbucks in our big Convent Garden or Oxford Street stores rather than a franchise in a library for example. This is due to the popularity of those areas and the bigger better and nicer looking stores.
4; Customer Service Our partners are encouraged to go above and beyond with customer service, this acts as a major touch-point with our consumers as we encourage conversation and friendlessness between customer and partner.
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5; Interior and seating We want our customers to feel relaxed and comfortable in our stores, this encourages people to use our stores as a place to sit, relax and meet up with friends rather than just the location where they can purchase beverages.
6; Taste Another major touch-point for Starbucks is our taste, it is paramount to an all round good experience, the customer may be happy, relaxed and impressed with their service but if their food or drink does not taste good then it will lower their satisfaction considerably.
7; Merchandise Our merchandise is a hugely popular touch-point and it enables our customers to take home branded mugs, cups and tumblers and much more. This will give the consumer the Starbucks credibility even if it is not a Starbucks drink inside the cup.
8; Social Responsibility Our widely known sustainability characteristics such as providing fair-trade products encourage our customers to store and give them a sense of pride, belonging and responsibility
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Americano
Macchiato
Frappuccino
Mocha
Cappuccino
Espresso
Product Line Latte
As you can see we have a very extensive line of food and drink products that we serve in our stores, all of these drinks can be personalised to be skinny, with soya milk, with ‘whip’ or ‘no whip’ iced or hot, and by adding infinite combinations of syrups.
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Croissants
Muffins & Scones
Bagels & breads
Brownies, Bars & Cookies
Bakery
Shaken Iced Tea
Hot Chocolate
Merchandise
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From our wonderful whole bean coffees to our inspirational range of teas, our customers can take the flavour of Starbucks home to enjoy. We've got great gift ideas for people who love Starbucks, as well as those little extras everyday. Customers have to go into their own store to see the collection of beautiful merchandise tailored for that area including; ceramic mugs, teddy bears, traveller tumblers, cold cups, brewing equipment and commemorative city mugs. The customer will enjoy sipping their own style of drink and their own cup as we have an extensive range of Starbucks-exclusive, reusable drinkware. They are both fashionable and practical, and because its good for the environment too to re-use cups we will give a discount everytime the customer buys a drink to go in it!
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Customisation
Here at Starbucks we like to please our customers and give them a sense of individuality, we also like to have a bit of fun with our menus, therefore there are several secret menus suggesting drink combinations by changing foams and adding and combining syrups. Most of these drinks are highly colourful and eye-catching making them more interesting to drink, they also taste great too with all the different syrups!
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Secret Menu Biscotti Frapuccino Buy a boscotti and ask the Barista to blend it up with any flavour of Frapuccino. It blends into tiny cookie chunks that adds a delicious little crunch to your frozen coffee. Captain Crunch Strawberries and Creme frap, with a pump of caramel, two pumps of toffee, one pump of hazelnut, and two scoops of chocolate chips Neopolitan Frappucino Ask for a Strawberries and Creme frappĂŠ with a pump, of chocolate syrup Raspberry Cheesecake Order a White Chocolate Mocha and add a few pumps of raspberry. Oreo Frappucino Ask for a double Chocolate Chip frap, with white mocha syrup instead of the regular mocha. Tuxedo Mocha Order a regular mocha with half white chocolate and half regular chocolate. The Nutella Order a regular mocha with a pump of chocolate, a pump of hazelnut with caramel drizzle. Chocolate Pumpkin Order a pumpkin spice latte with chocolate syrup, also tastes great in Frappuccino form.
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Our Consumers
Type of segmentation Segmentation Criteria Geographic
Demographic
Behavioural
Psychographic
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Region
Starbucks target customer segment
Density
US, Canada, Latin America, Europe, Middle East, Africa, China and Asia Pacific region Urban
Age
22 – 60
Gender
Males & Females
Life Cycle Stage
Bachelor Stage young, single people not living at home Newly Married Couples young, no children Full Nest II youngest child six or over Full Nest III older married couples with dependent children
Occupation
Students, employees, professionals
Degree of loyalty
‘Hard core loyals’
Benefits Sought
Enjoying quality coffee in a relaxing atmosphere, a place to chat with friends and relatives and a place to work
Personality
Easygoing, determined and ambitious
Social Class
Middle and upper class
Lifestyle
Mainstreamer, Aspirer, Succeeder, Explorer, Reformer
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Store requirements
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We believe a coffee house should be a welcoming, inviting and familiar place for people to meet and connect, therefore we design our stores to reflect the unique character of the neighbourhood of each stores location. We are also interested in the way design can connect to sustainable building practices. As well as creating beautiful and relaxing coffee houses we also aim to reduce use of energy and water, we reuse and recycle materials wherever possible and often use locally inspired design details and materials in our stores. Our new approach to store design means that our designers are looking at each store individually to ensure that it looks distinctively local. This represents a new level of coffee house comfort, meaning that no two Starbucks will ever be exactly the same. Heritage stores reflect the merchant trading roots of our first store in Seattle, with worn wood, stained concrete or tiled floors, metal stools and factory lighting, large community tables, club chairs and wooden blinds. Artisan stores echo the industrial past of urban markets, taking inspiration from the Modernism of the 1930s. These stores use simple materials like exposed steel, masonry walls, glass and hand-polished woodwork. Regional Modern stores have a style that is comfortable and welcoming. We use bright light filled spaces with furniture and fabrics culturally relevant to the area to create a calm and contemporary place to escape.
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Our website and social media
Our website has lots of information about our company, our drinks, our rewards and our sustainability. The website is also very visual and colourful in keeping with our fun and friendly vibe. To make ourselves accessible to as many people as possible we have formatted the site to look great on mobile as well as web. All the logo and image guidelines of minimum sizes and usage are adhered to throughout to maintain consistency. There is also a careers section where aspiring Baristas can apply to become a partner.
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Our Instagram is much more relaxed than our website in terms of legal information and tone of voice. We have an official account as well as a separate account for each country, to cater for customers who speak different languages. We post as regularly as every day or every couples of days, we try to maintain that we do not leave 5+ day gaps between posts to maintain consistency. We generally post to advertise new food drinks, existing food and drink, our customers enjoying our products, our merchandise and posts relevant to the season or occasion specific to each country, for example Easter or Diwali.
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Starbucks TM brand book 2018
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Sustainability- Our products
From the merchandise on our shelves to the furniture in our stores or the aprons worn by our Baristas, Starbucks cares about the way in which these products are made, and about the workers who make them. Helping people thrive helps ensure the long term sustainability of the premium products we provide. Whether it’s Arabica coffee, tea, cocoa or manufactured goods, we’re committed to offering ethically purchased and responsibly produced sustainable products of the highest quality.
Making coffee the world’s first sustainable product to improve the lives of at least 1 million people in coffee communities around the world.
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Our Goal: 100% ethically sourced tea by 2020.
Our Goal: 100% ethically sourced cocoa by 2020 for all Starbucks cocoa based beverages.
Geographical reach- Countries that have Starbucks stores Asia Pacific Australia • Cambodia • Mainland China •Hong Kong •India • Indonesia •Japan • Malaysia •New Zealand • Philippines •Brunei• Singapore • South Korea •Taiwan •Thailand • Vietnam
Europe •Austria •Azerbaijan • Bulgaria • Czech Republic• Cyprus • France• Germany• Greece • Kazakhstan• Hungary• Ireland• Netherlands •Norway • Poland• Portugal• Romania • Spain •Switzerland •Turkey •United Kingdom• Middle East
America •Canada • Mexico •United States•Argentina •Colombia •Brazil •Chile •Peru
Middle East •North Africa• South Africa
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Sustainability- Our stores
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Our coffee comes directly from the earth so we naturally take an interest in treating it well. We strive to reduce the impact our stores have on the environment and this commitment influences almost every aspect of how we approach design and construction, including landscape, building methods, materials, lighting and more. In addition to reducing energy and water consumption, we incorporate reused and recycled materials wherever possible and often use locally inspired design details and materials in our stores. The details below are specifics for our 102 Pike street store Seattle, Washington
Notable store elements; • The leather used on the bars outer facing was scrap obtained from shoe and automobile factories. • The walnut used in the tables, door and bar top was salvaged from a nearby farm. • The signage on the bar uses recycled slate from a local high school. • The community table is twice reused, and has been used in a home and then in a local Seattle restaurant. • The toilet partitions are made from recycled washing detergent bottles.
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Starbucks Useful Contacts TM
Mr Kevin Johnson - President and Cheif Executive Email Kevin.Johnson@starbucks.com Telephone 206-447-1575 Leanne Fremar Executive Creative Director Email Leanne Fremar@starbucks.com Telephone 206-447-1578 Media contacts U.K. and Ireland Phone: + 44 20 8834 5164 Email: ukpressoffice@starbucks.com
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