Starbucks
Identity
Process
Interactive
Environment
Visual Systems
Starbucks has spent 40 years building trust and creating genuine, human moments of connection in their coffeehouses
From humble roots in Seattle’s historic Pike Place Market, they have grown into the world’s largest roaster and retailer of specialty coffee. Today it operates in more than 17,000 neighborhoods of 55 different countries. However, they see a future that is broader than coffee, and connects past the boundaries of the retail environment.
Challenges
With a 40th anniversary fast approaching, Starbucks wanted to use the milestone as an opportunity to clarify its future vision, and refresh its customer experience and visual expression.
With a new positioning, brand character and ideas around how to bring it all to life in hand, Lippincott was engaged for our expertise in developing comprehensive corporate and retail brand programs, and guidance for global implementation.
Starbucks wanted the new logo and visual identity system to say as much about its future as it did about its past. Past the logo, they wanted a program that afforded them the freedom and flexibility to explore new product, regional and experience opportunities, while keeping them in step with their current and future customers.
Actions
We worked closely with the Starbucks Global Creative team to refine and define brand elements, develop implementation guidelines, and consensus building for internal stakeholders.
Developed visual approaches that would deliver on communicating the new positioning and character attributes, applied to a broad set of customer touch points for consideration. Each visual approach included direction for logo usage, pattern, graphic, typography, illustration, imagery, color, form, material, layout and language.
Explored a broad range of graphic execution alternatives for the “Siren” symbol, as well as size and relationship alternatives for use with the “Starbucks (Coffee)” name.
Advised on the refreshed palette of Starbucks brand elements and developed implementation guidelines for global implementation, and consulted the internal creative group through their final execution.
In the press
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Starbucks, BIOS, Shutterstock, and Delta Air Lines Sky Clubs are Recognized Among the 2013 REBRAND 100® Global Awards Winners
- February 27, 2013
Honorees partnered with Lippincott to revitalize their brand identities and experiences
New York, NY (February 27, 2013) – Today, Lippincott, a global brand strategy and design firm, is proud to announce that Starbucks, BIOS, Shutterstock, and Delta Air Lines Sky Club are recipients of the REBRAND 100® Global Awards for the world’s best repositioned brands of 2013. REBRAND, a renowned platform for effective brand transformations, awards a hundred top firms each year that have displayed a distinctive brand evolution while meeting strategic objectives. The award also reflects the winners’ ability to successfully remain relevant and add value to their consumers and target audiences.