Starbucks Coffee Secondary Research

The Starbucks Coffee logo has changed over the years and been rebranded in order to stay modern and relevant. For example when it began in 1971 the logo was quite detailed and brown, most likely to match the colour of coffee beans. Then in 1987 the logo got simplified and the colour changed to green and black. For example the two-tailed siren in the centre of the logo was changed to a more rounded shape and some of the detail was removed. This simplified image was on a black background so it was more eye catching and the green circle had another outline around it to emphasise it. The company probably chose green as it is more eye catching than brown, and represents being natural and fresh. Also the ‘Starbucks Coffee’ text became bolder so it is easier to read. 5 years later it changed again. This time the only change was the two-tailed siren, which was cropped and enlarged to fill the same space. This meant the main part of the logo was easily noticed. In 2011 the logo changed again. This time the outer circle, which has ‘Starbucks Coffee’ on it, was removed leaving the two-tailed siren in a circle. However this was black which didn’t match the company’s famous green, so it was changed to green and enlarged. The logos have always been on white coffee cups so the design looks sophisticated and simple, and the design stands out.

The logo has always been on all the products so it is recognised as Starbucks Coffee shop. For example napkins, cups and cup holders.

 

Now the logo is quite well known and the company is international they have removed the text ‘Starbucks Coffee’ from the logo. This is similar to what other international companies like Nike and Shell have done. They must feel that their logo is now instantly recognisable and therefore the additional text is not required.

The Starbucks menus in store appear to be inspired by pub menus. For example they are a blackboard effect with white writing on. This is probably because they want to achieve a pub style ambience that is cosy and warm. This is supported by the dark furniture and dim lighting in Starbucks shops which is quiet, welcoming and relaxing. This links to the corporate identity as things like the furniture, ambience and signage can personify the personality of the company. I think the blackboard effect is successful because the white writing on a black background means it stands out and is easy to read. If a similar material was to be used in the Refectory then it would probably have to be a real blackboard as the prices and meals are always changing. However the canteen staff are unlikely to be capable of producing this neat and consistent text.