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12/09/2012
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Steve Murraycontent manager, brand strategy and expression
THE STARBUCKS
LOGO STORY
Steve Murraycontent manager, brand strategy and expression
Evolution and Innovation
THE STARBUCKS
LOGO STORY
Steve Murraycontent manager, brand strategy and expression
Evolution and Innovation
© 2012 Starbucks Coffee Company. All Rights Reserved. Company Confidential. For Internal Use Only.
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1971-Founded in
Pike Place Market
1987—starts
serving espresso beverages
1992– becomes a
public company
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BRAND EVOLUTION
What has changedthat requires our brandto evolve?
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Our Unique Blueprint for Profitable Growth
Direct emotional engagementWith our customers-face to face and online
3,000 licensed stores in U.S. grocery
Wide CPG reachProduct available in grocery and beyond
Retail footprint A global network of Starbucks stores
Other companies-Nordstrom, Zappos,
McDonalds, Pepsi- do one of these
aspects well. But it’s the combination and scale that creates a unique
virtuous cycle for Starbucks when we
do it right.
Our retail stores have always been the heart of the Starbucks Experience. Now we are ready to extend the experience beyone the third place.
© 2012 Starbucks Coffee Company. All Rights Reserved. Company Confidential. For Internal Use Only.
Conspicuous consumption.
Consumers were spending their
money on the things that made them happy and gave them some status.
A badge of success, an affordable luxury.
Starbucks is growing, across the country and across the world. We
became a sign of success-when we showed up in a new town, it was a sign
of making it, of being put on the map.
The new frugality. The simple things in life.
People are thinking differently. About where their money goes and what it says about
them. Who they spend their time with and needing to be part of something. It is a
fundamental change in consumer behavior, and it is here to stay.
Human connections. Sense of common purpose. Corporate values.
Weve gone back to our DNA as a company, as
a brand, to those things that really are core to us. And they are the very things that
consumers are looking for in their lives. This too is here to stay.
Consumer Realities
From the ME world To the WE world
CU
ST
OM
ER
SS
TA
RB
UC
KS
EC
ON
OM
IC C
RIS
IS
FROM TO
An evolved brand promise
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Where We Connect
4th Place
3rd Place
1st Place
2nd Place
Home
The World’s Coffeehouse
Work/On the Go
Digital/Virtual
LOGOEVOLUTION
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Starbucks stands for coffee – and much more.
Every interaction we have with our customers—in every place, in every product, in every moment—is
an opportunity to connect with them. And allowing
us to nurture humanity in a way that grows quickly
from one-to-one to a truly global scale.
The Brief
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Where do we explore?
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EXPRESSION
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It turned out to be so much more than a logo
Identity
Photography
Illustration
Typography
Materials
Voice
Color
Store Design
How do you share the brand work with 5,000 partners?
BRAND DAYS
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INNOVATION
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REDACTED BY LAW AND
CORPORATE AFFAIRS
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STORE DESIGN
One size does not fit all. Store designs are innovations too.
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ROY STREET, SEATTLE
FUKUOKA JAPAN
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RECLAMATION DRIVE-THRU, SEATTLE
THE BANK, AMSTERDAM
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PERMISSION
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One store at a time.
Or 17000.
SCALE FOR GOOD
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Hey, thanks very much.
