Katie Romano Typography II Spring 2022
Table of Contents
Introduction ........................ 1 - 2 Visual Examples .............. 3 - 14 Notable Examples ........ 15 - 18 Historical Context ........ 19 - 20 Starbucks ....................... 21 - 24 Communication ............ 25 - 28 Typeface Analysis ........ 29 - 32 Letterform Analysis ..... 33 - 34 References ..................... 35 - 36
Introduction I noticed that coffee companies (to include cafés, brewing companies, and grounds producers) often use modern sans-serif typefaces in their logos, especially following a major rebranding campaign. The type is usually bold with very little contrast between thick and thin strokes.
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Some of the typefaces have notable geometric and neo-grotesque characteristics but do not always follow the typeface’s rules because the brand has created typeface custimizations for their particular branding applications. At times, the letterforms may remain unaltered, but the brand may choose to adjust tracking, kerning, or leading to fit the needs of their logotype.
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Starbucks is one of the most well-known examples of this design, if not the most well-known example of a coffee company, at large. They have had many iterations of their combination logo, with the latest one employing a bold, modern sans-serif on the perimeter or alongside their classic green logo mark. Perhaps Starbucks set a precedent with modern branding.
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However, it seems that many of the other largest coffee companies also employ similar branding techniques. This typographic design lends itself to a neutral palette in both color and overall logomark design. Although, some brands choose to pair their sans-serif typeface with a more decorative script, which creates additional contrast and aids overall visual interest.
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Visual Examples
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15 Notable Examples
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Observing typography and branding practices within the largest firms in a given industry is essential for designers who wish to gain a better understanding of effective branding and visual marketing strategy. Some of the largest firms in the coffee industry are Starbucks, Caribou Coffee, and the Coffee Bean and Tea Leaf. All of these firms use bold, sans-serif typefaces in their logo.
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18 When these large and successful brands make changes to their visual identity, smaller firms may follow their lead to maintain a competitive advantage in the market place. Small firms must consider their visual identity as a critical aspect of their overall business strategy so that they may gain market share, grow brand recognition, as well as gain brand loyalty.
Historical Context
Over time, companies often adjust their branding strategies to accomodate growing and changing markets. In the coffee indsutry, rebranding efforts tend to embrace modernity and minimalism. Coffee companies seeking simplisitic designs appear to utilize sans-serif type particularly after a major rebranding campaign.
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21 Starbucks
Starbucks is an example of a highly recognizable brand which has continually simplified their logotype with each rebranding. One logo in their latest system of logos, arguably the most recognizable and ubiquitous, strays from the classic badge logo design style and separates the logotype from the logomark entirely.
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Observing the updated branding in its intended applications (such as on a cup) helps to demonstrate that a consumer interacts with a brand’s visual identity as much, if not more, than they interact with a brand’s products. Even individuals who do not patronize Starbucks coffee shops can recognize the Starbuck’s brand when they encounter it, which contributes to overall brand awareness and recognition.
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Communication These visual communication techniques tell a company’s base of consumers that the brand is concerned with staying relevant and distinct within an increasingly saturated industry. It also demonstrates an increased concern with legibility and scalability across a variety of branding materials across both print and web-based platforms.
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Sans-serif typefaces are generally used to promote simplicity and modernity within a brand voice, which is easily observable within the coffee industry. With each rebranding campaign or updated style guide, coffee brands trend towards simple and minimalistic branding practices for their typography, iconography, wayfinding, environmental graphics and signage, collateral materials, and all other visual aspects of their brand.
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Sans-serif typefaces can also communicate youthfulness and simplicity. For firms in the coffee industry, this is particularly important for use in targeted marketing. Craft coffee and intricate espresso drinks are commonly popular with young professionals and teenagers. For a large coffee brand like Starbucks, targeting these large groups of consumers is essential to an effective and lucrative branding strategy.
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Typography plays a significant role in influencing a consumer’s persepctive on a brand and its products. A customer may not recognize their interactions with a brand’s visual identity, but they are constant throughout our daily lives. For smaller brands, effective typography can be the critical difference between appealing to consumers or failing to visually stand against competitors.
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29 Typeface Analysis
I performed my intial typeface analysis by comparing logotypes between Starbucks, Caribou Coffee, and The Coffee Bean and Tea Leaf. I compared two particular areas within the type: the geometry of the “o”s in “coffee” and the tracking, as well as a general observation of weight, contrast, and capitalization.
By observing the similarities and differences between the most basic aspects of the typographic anatomy, we can identify common practices more thouroughly. These traits, as observed in the largest firms in the industry, can be observed throughout the indsutry as a whole when making visual comparisons.
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These photos show the word “coffee” written in each of the largest three brand’s respective typefaces. Although certain characteristics vary, one can observe the general similarities in weight and form.
33 Letterform Analysis
With all other elements removed, it is easy to observe the geometric characteristics of the “o”s in each logotype.
Each “O” has the same proprotions and has no contrast, which is characterisic of modern typographic design. Tracking varies more than I previously expected. Caribou (pictured first) has the most expanded type, and Starbucks (pictured last) has the most condense type. The Coffee Bean and Tea Leaf logotype is condensed similarly to the Starbucks logotype, but Starbuck’s increased weight decreases the percieved space between letters.
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References
Raghav, Saumya. “Starbucks Logo - an Overview of Design, History and Evolution.” Design Hill, 21 Sept. 2021, https://www.designhill.com/design-blog/starbucks-logo-overview-of-design-history-and-evolution/. Tomiša, Mario, Damir Vusić, and Marin Milković. “THE IMPACT OF THE HISTORICAL DEVELOPMENT OF TYPOGRAPHY ON MODERN CLASSIFICATION OF TYPEFACES.” Tehnicki vjesnik/ Technical Gazette 20.5 (2013).
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Wrona, Katarzyna. “Visual identity and rebranding.” Marketing of Scientific and Research Organizations 16.2 (2015): 91-119. “Why Brands Love to Use Sans Serifs (and How You Can Choose One, Too).” Monotype., 25 Feb. 2019, https://www.monotype.com/ resources/articles/why-brandslove-to-use-sans-serifs-and-howyou-can-choose-one-too.
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an observation of typography in coffee logotypes by Katie Romano