sta r b u c k s ® g l o b al

Br and
Identity
Building and reinforcing our brand recognition.

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This Siren of ours,

she is a storyteller.
And one with an irresistible tale. Living somehow between the

worlds of myth and the everyday, she invites us to connect—with each

other, with what we know and what we can’t foresee. She draws us in.

Because here is her secret: What she means to me may very well

be different from what she means to you. You see, our Siren is also

a promise. An invitation to each of us—to find exactly what we’re

looking for, what we need and what we haven’t yet imagined.

Handing down stories from day to day, from me to you, from us

to them. Always calling us to the next chapter, urging us forward

with her constant song: “Come, let’s go.”

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The Correct Siren Logo

The refreshed Siren logo may look like a subtle change, with the Siren pulled out from the center of the circle.
But long hours of work went into the evolution of the logo, with some changes much more subtle than others.
Always use the approved logo, available from the Asset Links page.

How to tell the

difference
Old New

Finer points
on the crown

Hair curves farther in

Smile is slightly
more curved

Scales change weight:

from thicker at
the top to thinner
at the bottom

A word of caution NO t s y m m e t r i c a l h ow to t e l l?
Don’t try to create the new logo by simply removing The Siren is not exactly symmetrical and RIGHT SIDE:
the words and green ring from the old logo. should not be used reversed or mirrored. The nose line is a little longer.

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Logo: Overview
The Starbucks logo has two elements: the green Siren logo and the black Starbucks wordmark.
When these two are used together, they form the logo lockup.

With our recently evolved logo, the intent is to free the Siren from the words “Starbucks Coffee,”
which surrounded her in the old logo. So this is how the logo should usually appear now, with the
Siren separate from the wordmark. This is especially the case in mature markets, where Starbucks
has had a presence for years.

SIREN LOGO STARBUCKS wordmark LOGO LOCKUP

NEW M a r k e t s v s . m a t u r e M a r k e t s
The logo lockup should always be used to establish or reinforce brand identity in
new markets. In mature markets, the Siren logo should be used alone as the primary mark.

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Logo: Siren
When we use the Starbucks Siren logo and Starbucks wordmark consistently, it builds
and reinforces our brand recognition, sets us apart from our competition and protects
the strength of our marks.

The preferred approach is to use the Siren logo by itself, unlocked from the wordmark.
This allows flexibility to present the Siren with greater prominence while maintaining a
considered, open and modern presentation.

Preferred Use Clear Space

Starbucks Green and white, on a white 20% of the Siren logo diameter
or light-colored background.

PMS: 3425C
CMYK: 100/0/78/42
RGB: 0/112/74
HTML: 00704A

Optional Use MINIMUM Space

Limited to one-color or two-color printing Siren logo minimum widths:
when Starbucks Green is not available. Print size: .375" (9.5mm)
Web size: 50 pixels
PMS: Black
CMYK: 0/0/0/0
RGB: 0/0/0
HTML: 0000
TM

Incorrect USAGE EX AMPLES

The trademark symbol scales independently of STARBUCKS
the Siren when enlarged or reduced dramatically.
TM
minimum height is 4 pt Avenir Medium Type
Print size: .04" (1mm) Too
Close
Web size: 10 pixels

Invades clear space Never rotate Never add type

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Logo: Wordmark
The preferred application of the wordmark is vertical. This provides a more
uplifting look to the mark.

The wordmark should most often be used in black or white.

One exception is when it is paired with a sub-brand (e.g., Frappuccino®
blended beverages) when it can be the same color as the sub-brand logo.

Preferred Use Clear Space

Optional Use Minimum size

Wordmark minimum widths:
Print size: .5" (12.7mm)
Web size: 200 pixels

The registration mark

®

scales independently of the Incorrect USAGE EX AMPLES

wordmark when enlarged or
reduced dramatically.
® minimum height is
4 pt Avenir Medium
Print size: .04" (1mm)
Web size: 15 pixels
Never use “Starbucks Coffee”
(see page 14)
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Logo: Lockup
The Starbucks logo lockup is composed of the Siren logo and
the Starbucks wordmark. The logo lockup should always be used
to establish or reinforce brand identity in new (emerging) markets.
In mature markets, the Siren logo should be used alone as the
primary mark.

Vertical Logo Lockup Horizontal Logo Lockup

Clear Space

Minimum SIZES
Siren logo minimum width .375" (9.5mm) ® minimum height 4 pt Avenir Medium .04" (1mm)

TM TM
®

Wordmark minimum width .5" (12.7mm) TM

minimum height 4 pt Avenir Medium .04" (1mm)

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Brand Colors
Our corporate palette consists of green, black and white, with minimal use of the accent green.

White

Accent Color

siren Logo and supergraphic Color

Preferred Color Usage: Preferred Color Usage: Alternate Color Usage: Alternate Color Usage:
PMS 3425 & White on White PMS 3425 & White on Black Black & White on White Black & White on Green

wordmark Color star brand pattern Color Incorrect USAGE EX AMPLES

The wordmark should most The Star brand pattern should be
often be used in black or white. used in a subtle, low-contrast way.

Black & White PMS 3425 & White Incorrect color Incorrect
on Black on Green background
color

Incorrect color Contrasting

bright colors
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Finishes
Our logo should not be embossed or etched into a material that doesn’t represent
our core values (e.g., Styrofoam). Avoid darker background values and colors that
provide insufficient contrast (e.g., Starbucks Green or black). When using the one-color
logo as a debossed treatment, the material must always be untreated or of expected
coloration, never colored or dyed.

Debossed Etched Printed

Printed
 nly when not combined with
O L ogo must be etched darker Knocked out to light
printed elements. than substrate. The Siren face substrate to reveal true
should always read positive not material, on unbleached
Be sure that it is the green paper and neutral colors. All
negative (inversed Siren).
portion of the logo that is other printed logos should
debossed. have the white in the logo.

Embroidered frosted varnish

Debossed

Incorrect USAGE EX AMPLES

Exceptional use on Starbucks Logo must be frosted darker Exceptional use on Starbucks Black or
Green background. Because of than substrate. The Siren face Green backgrounds. The circle must
concerns about green on green, should always read positive not always be present. Be sure to use a
be sure to use a thread that sets negative (inversed Siren). varnish or effect that distinguishes
itself apart from the base fabric. the circle from the background.
Etched on surface Never use the Never redraw, Do not add drop
that is not a brand- inversed Siren. use filters or shadows or
approved color. distress the logo. effects to the Siren.
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Legal Protection
The Starbucks Law and Corporate Affairs department will help you determine which trademark designation should be used.
If, after reading the instructions provided below, you are uncertain about when or how a trademark designation should be
used, don’t hesitate to contact our legal department. Trademark designations must always be used exactly as determined
by Starbucks Law and Corporate Affairs.

When using a third-party brand in text, refer to guidelines established by that third party for correct use.

All of our trademarks should be designated with one of these two symbols:

®
For trademarks that have been granted registration For trademarks that have not yet been granted
by the U.S. Patent and Trademark Office, use the ® registration by the U.S. Patent and Trademark Office,
symbol. use the ™ symbol.

As a general rule, the ® symbol should be used on the As a general rule, the ™ symbol should be used on the
first or most prominent usage of the registered mark in first or most prominent usage of a trademark in copy.
copy.
In long documents, occasional use of the ™ symbol
In long documents, occasional use of the ® symbol will will reinforce the importance and proprietary nature of
reinforce the importance and proprietary nature of the the trademark to the reader.
trademark to the reader.
The ™ symbol should be placed immediately after the
The ® symbol should be placed immediately after the trademark—not after descriptive names.
trademark—not after descriptive names.

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CONF I DENT I AL I TY STATEMENT
This is an evolving document—images and information
are provided as examples only. Do not use images for any
purpose other than inspiration. Please check for updates
at www.starbucks.com/brand during Q2 and Q4.

Actual brand assets can be downloaded from Vertis at

https://starbucks.qg.com. If you need access, please
email Vertis@starbucks.com.

Printed copies of this presentation must be returned

or destroyed. These materials should not be photocopied
or re-created and should not be used or distributed without
prior consent by an authorized Starbucks partner.

© 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 2/20/14. SJBQ14OTH-01080