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Starbucks Just Publicly Deconstructed Its Brand—Here’s Why


Whether you love or hate its coffee, there is no denying that the Starbucks brand is a juggernaut. The green siren logo—with her ingeniously asymmetrical face—is a universal beacon for a caffeine fix. And there is no mistaking one of the company’s hyperbolic beverages like the Tie-Dye Frappucino, which you can spot on the street from a block away, for a drink made by any other chain.

With more than $24 billion in revenue, 31,000 locations worldwide, and countless promotions and menu items that vary regionally, keeping the brand operating at scale is a major job. But for the past year, Starbucks’s internal creative team has been updating the brand system that makes up everything from its in-store signage to its promotions on Instagram. And now, it’s published the brand’s full guidelines—complete with color codes and typographic weights—onto a public website for anyone to explore.

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