Brand Guidelines

STARBUCKS
®
0.0 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.

STARBUCKS
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The font of the Starbucks name has been changed to
Humanist 777 Black.
Logo Specifics

z x

x
STARBUCKS 8x
x

z
6z
The area surrounding the logo in gray is the clearspace.

Clearspace
Whenever the logo is used, it should be surrounded with
clearspace to ensure it’s visibility and impact. No graphic
6z
elements of anu kind should invade the zone.
Logo Sizes
STARBUCKS
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STARBUCKS
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STARBUCKS
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STARBUCKS
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Logo Styles

Positive Colour

STARBUCKS
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The primary logo, and for use in all media

formats.

Negative Colour

STARBUCKS
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The logo maintains it’s primary colours even
when used on any coloured background.

Solid Black

STARBUCKS
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The solid black logo for use in fax, B/w

printing etc.
Dont’s

STARBUCKS
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Do not change the colour palette

STARBUCKS
®

Do not rotate

Do not rescale or change the proportions

STARBUCKS
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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
CMYK 81 31 91 21 STARBUCKS GREEN
RGB 5 113 66
WEB #057142
WHITE
Starbucks Green is the most identifiable
of the brand’s assets, thus is the most CMYK 0 0 0 0
used colour overall. It is in fact the RGB 255 255 255
colour which makes the Siren logo and WEB #ffffff
the wordmark so recognizable in the
first place. A foundational piece of our brand
and logo. Use as needed for type,
backgrounds and more.
WHITE

HOUSE GREEN
CMYK 89 31 91 61
RGB 0 68 35 HOUSE GREEN
WEB #004423

A secondary colour. Pairs well with

our Starbucks Green and extends
it’s range. Use as a neutral colour. BLACK
BLACK CMYK 0 0 0 100
RGB 0 0 0
WEB #000000

NEUTRAL GRAY A core colour that can be used for

type or accents.
CMYK 11 6 8 0
RGB 224 228 227
NEUTRAL
WEB #e0e4e3 GRAY

Use for backgrounds

4.0 Typography
 Humnst777 Blk BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Logo Typeface Black
abcdefghijklmnopqrstuvwxyz
1234567890@&$?!

Humnst777 BT
Primary Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ Roman
abcdefghijklmnopqrstuvwxyz
1234567890@&$?!

Humnst777 Lt BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Secondary Typeface Light
abcdefghijklmnopqrstuvwxyz
1234567890@&$?!
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

30 mm
70 mm

Dimensions - 297 mm x 210 mm

Paper - 120 GSM, uncoated white

The letterhead holds the Siren logo,

157 mm
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
 Packaged ground coffee
Take-away Bag
(Two sides) 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 Register using
REWARDS the Starbucks App
or card & get a
Created and Designed by

Anuradha Aggarwal

Semester project of
Diploma of Graphic Design
Creo Valley, Bangalore