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BRANDING

BRANDING. STARBUCKS PROFILE. Founded:Seatle,Washington,1971. Founders: Jerry Baldwin Gordon Bowker Zev Siegi. Revenue:13.29 Billion. Products: Whole bean coffee Boxed tea Made-to-order beverages Bottled beverages Baked goods Merchandise Frappuccino beverages Smoothies.

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BRANDING

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  1. BRANDING

  2. STARBUCKS PROFILE Founded:Seatle,Washington,1971 Founders: Jerry Baldwin Gordon Bowker Zev Siegi Revenue:13.29 Billion Products: Whole bean coffeeBoxed teaMade-to-order beveragesBottled beveragesBaked goodsMerchandiseFrappuccino beveragesSmoothies Number of Locations:20,366 in 61 Countries

  3. Starbucks Corporation is a coffeehouse chain based in the United States. Named after a character in the novel Moby Dick, it is the largest coffeehouse company in the world, with over 7500 self-operated and 5500 licensed stores in 39 countries. The current company logo, modelled after a 15th century Norse woodcut, is a mixoparthenos, or "twin-tailed mermaid, or siren as she's known in Greek mythology. The company and the logo have an interesting history.

  4. In the first version, which was based on a 16th-century "Norse" woodcut, the Starbucks siren was topless and had a fully visible double fish tail. The image also had a rough visual texture and has been likened to a melusine. In the second version, which was used from 1987–92, her breasts were covered by her flowing hair, but her navel was still visible. The fish tail was cropped slightly, and the primary colour was changed from brown to green, a nod to Bowker's Alma Mater, the University of San Francisco. In the third version, used between 1992 and 2011, her navel and breasts are not visible at all, and only vestiges remain of the fish tails. The original "woodcut" logo has been moved to the Starbucks' Headquarters in Seattle

  5. Logo in 1971

  6. In the second version, her chest was covered by her flowing hair, but her navel was still visible, and the fish tail was cropped slightly. The logo also inherited the stars from the Il Giornale logo.

  7. Logo Changes In 2011 • In Jan 2011, Starbucks released a new version of the logo with a couple of big changes and some subtle changes as well. The two major changes made to the logo are • They removed the name of the company "Starbucks Coffee". Their intention behind this maybe to expand the brand to beyond coffee. They have been talking about expanding into breakfast and there was also talk of a Bar/Lounge concept. This makes sense if they want to expand but maybe they should have kept the name "Starbucks" and removed "Coffee".  • They also removed the circle around the Siren and the logo now features just the Siren. • The logo has some subtle changes including smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. The logo refinements were done by Lippincott. 

  8. WHAT KIND OF BRANDING IS STARBUCKS? Star bucks would be considered as a Manufacturers Brand.

  9. Parent company Relations • Starbucks maintains control of production processes by communicating with farmers to secure beans, roasting its own beans, and managing distribution to all retail locations. Additionally, Starbucks’ Coffee and Farmer Equity Practices require suppliers to inform Starbucks what portion of wholesale prices paid reaches farmers

  10. THANK YOU

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