We Proudly Serve Starbucks Logo Usage Guidelines

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We Proudly Serve StarbucksLogo Usage Guidelines Starbucks Coffee CompanySpring 2014

Contents3Guidelines Overview4Co-Branding Requirements5Logo Variations6Logo Color Variations7Color Print Specifications8Logo Background Control9Logo Improper Use10Applying the Guidelines / Appropriate Logo Use11Unauthorized Logo Use / Discounting Guidelines12Placement Guidelines / Approval Process13Photography / Internet / Company and Product NameGuidelines 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.142

These GuidelinesWe are pleased that you have chosen to serveStarbucks coffee or beverages to yourcustomers, and delighted that you wish to useyour time and resources to promote our coffee.To help you, Starbucks Coffee Company hascreated the Customizable Marketing Toolkittemplates available on the We Proudly ServeFoodservice website.The We Proudly Serve (WPS)Starbucks Logo and WhatIt Represents The Starbucks brand is one of the most recognized and admired in theworld. We believe our people and our products form the foundationfor our marketing strategy. The uncompromising quality of our productsand our focus on making a genuine, personal connection with our customershave enabled us to create uplifting experiences that currently define anddifferentiate us. And this has enabled us to inspire moments of connectionthat create a brighter outlook for ourselves and our world. That is thebrand promise of Starbucks and the heritage entrusted to those whomarket the brand. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.14Note: Whether you customize a template ordesign your own art, remember that Starbucksmust review and explicitly approve all artworkprior to production. Please email all artworksubmissions to: fsmarketing@starbucks.com orfsmarketingcanada@starbucks.com.This is to ensure you’re getting the full advantageof your association with Starbucks Coffee Company,as well as help you avoid any incorrect and / orinappropriate usage of the We Proudly ServeStarbucks logo and brand identity. For furtherdetails, please see the Approval Process on page12. Note also that the Starbucks Coffee logomay never be used independent of the “WeProudly Serve” text.Starbucks Coffee Company reserves the right todecline usage of the Starbucks name or brandrepresentation in any situation the company deemsinappropriate for any reason even if the WPS logousage meets these guidelines. Please remember thatanything Starbucks doesn’t expressly approve inwriting is considered not approved. Starbucks CoffeeCompany may also require you to recall and / orreprint any marketing materials that do not meet withStarbucks current brand standards.3

Co-Branding RequirementsClear space frames the logo, separating it fromother elements such as headlines, text, imageryand the outside edge of printed materials.The clear space indicated is the minimum.Whenever possible, allow more than this amountof clear space.Primary WPS logoWPS wordmarkCo-BrandingOperator logo must be present on collateralwith the WPS logo as the secondary logo.Primary WPS Logo with the Operator's LogoThe primary WPS logo should be 1/3 of theoperator logo size for pieces 8.5"x11" andunder. The primary WPS logo should be ¼ ofthe operator logo size for pieces larger than8.5"x11". This helps reinforce the relationship(e.g., it’s Joe’s Café first and Starbucks plays asupporting role).Minimumsize .5"How Small Can I Go?In the primary WPS logo, the Siren symbolshould be no smaller than .35" (9mm) width,while the word Starbucks in the WPS wordmarkshould be no smaller than .5" (13mm) height.Primary WPS LogoMinimum clear space is at least 2X, where Xequals the distance from the side of the Sirensymbol to the widest part of the logo.WPS WordmarkMinimum clear space is equal to 150% of theheight of the “B” letterform.Note: The trademark and registration marksscale independently of the symbol / wordmarkwhen enlarged or reduced dramatically. Forsmallest print size, set registration marks inAvenir Regular 4 pt. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.144

Logo VariationsThe primary WPS logo is composed of the Sirensymbol and the phrase “We Proudly Serve.”Primary WPS logoWPS wordmarkDual-language logoDual-language wordmarkThe WPS wordmark is composed of thephrase “We Proudly Serve” locked up withthe Starbucks wordmark. It always appearsvertically reading upward, and should havea TM symbol. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.145

Logo Color VariationsConsistent adherence to the color guidelineswill help build visibility and recognition of yourassociation with the brand.Full-color logoFull-Color LogoIn the preferred use of the primary WPS logo,the logo is Starbucks Green and white and isplaced on a white / light-color background.Full-Color Reverse LogoUse when background color or imagery adverselyaffects the legibility of the wording. Note thatbackground color or imagery cannot appearthrough the WPS logo nor can the logo be alteredin any way including, without limitation, to make itfit any theme, ambiance or external environment.The WPS logo can only be used as shown here.Full-color reverse logoOne-Color Black Logo / One-Color Reverse LogoUse is limited to one-color or two-color printingwhere Starbucks Green is not available.One-color black logoOne-color reverse logo 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.146

Color Print SpecificationsColor SpecificationsPrint the primary WPS logo in its three correct colors:Starbucks Green, black and white. (For StarbucksGreen, use Pantone 3425C. Do not use anyother green.) Print on uncoated stock, matchingPantone 3425C ink to coated hue. No othercolors may be substituted. The Starbucks logoon any other material must visually matchPantone 3425C. If you are unable to print in color,or if you are unsure that you can visually match toStarbucks Green, you must print in two-color blackand white, or black only on a white background.No other colors may be substituted.PantoneCMYKRGBHTMLBlackC0 M0 Y0 K100R0 G0 B00000003425C100 M0 Y78 K42R0 G112 B7400704AWhiteC0 M0 Y0 K0R255 G255 B255FFFFFFColors shown in this guide have not been evaluatedby PANTONE, Inc., and may not match the PANTONEColor Standards. PANTONE is a registered trademarkof PANTONE, Inc.Note: For consistent color reproduction, alwaysmatch to Pantone solid-coated swatches. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.147

Logo Background ControlFull-Color LogoUse the full-color logo when the backgroundcolor value is between 0% and 60% afterconversion to gray scale.Full-color logoFull-color reverse logoFull-Color Reverse LogoUse the full-color reverse logo when thebackground color value is between 80%and 100% after conversion to gray scale.One-Color Black LogoUse the one-color black logo when thebackground color value is between 0%and 80% after conversion to gray scale.One-Color Reverse LogoUse the one-color black Siren symbol with whitetype when the background color value is between60% and 80% (after conversion to a gray scale).0% black value60%incorrect usage 80%100% black value80%100% black valueincorrect usageOne-color black logoNote: Apply the logo on light-colorbackgrounds whenever possible. Avoid darkerbackground values and colors that provideinsufficient contrast (e.g., Starbucks Green).0% black value 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.1460%8

Logo Improper UseWe encourage you to become familiar with thecorrect uses of the primary WPS logo and WPSwordmark. The integrity of the logo must berespected at all times. Don’t stretch, condense orotherwise alter or manipulate it. Any modificationof the logo confuses its meaning and diminishesits impact.1.2.3.4.5.6.7.8.9.10.11.12.1. Do not re-create or retype the words.2. Do not stretch or alter our logo in any way.3. Do not change our logo color.4. Do not use graphic effects or outlines onour logo.Do not emboss the logo out ofa color background.5. Do not place our logo in a shape.6. Do not overlap other graphics or textor photography.7. Do not screen the logo. It should alwaysprint at 100% ink density.8. Do not reverse logo out of a color.9. Do not add a ring around the siren.10. Do not pair the primary WPS logo with theWPS wordmark.11. Do not angle the WPS wordmark. Alwaysuse it vertically reading upward.12. Do not rearrange the type, or change thesize of “We Proudly Serve” in proportion tothe Starbucks wordmark.OR 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.149

Applying the GuidelinesAppropriate Logo UseBecause your relationship with Starbucks isspecific to brewing and serving our coffee,it is important that your use of the primary WPSlogo or WPS wordmark clearly conveys thatmessage to your customers, while also aligningwith Starbucks brand image. The followingexamples of appropriate logo use are applicationsthat directly support the presence of Starbucks coffee in your establishment, and protect theintegrity of the Starbucks brand. menus in-house menu boards counter sign messaging (featured beverages, etc.) promotional brochures bag / box stuffers closed-circuit television ads (as in hotels,conference centers) directional signage on venue premises (eitherpermanent signage or elevator inserts) venue website surprise and delight programs grand opening complimentary product offersIn addition, keep in mind that all of your marketinginitiatives should first and foremost promote your ownoperation, with only a secondary focus on Starbucks asyour coffee provider. The primary WPS logo or WPSwordmark should function to identify the coffee youserve and / or as a feature of your operation. It shouldnever function as your operation’s identity. Alsoremember, if your number of ”authorized” uses or therelative significance of any one use makes it seem likeStarbucks coffee or beverages are more than justfeatured items with your operation, it may still be aninappropriate overall use. Please note that your overallapplication of "appropriate logo" uses may still bedeemed inappropriate if the numerosity of your usesor significant placement of use conveys a closeraffiliation with Starbucks than appropriate. Starbucksreserves the right to disapprove any use or uses forany reason.For questions regarding logo usage,please contact Foodservice MarketingServices at fsmarketing@starbucks.comor fsmarketingcanada@starbucks.com. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.1410

UnauthorizedLogo UseDiscounting GuidelinesThe WPS logo is prohibited from being used in discounting offers.This includes:The following examples of unauthorized logo usecould misrepresent your relationship withStarbucks by potentially causing customers toconfuse your operation with a Starbucks retailoperation, or by devaluing the premiumpositioning of the Starbucks brand. generic cents-off, percent-off, free-offer or bundling coupons Starbucks products used as premiums in customer acquisition programsfor other brands or as gifts with purchase(e.g., “Buy a muffin, get a complimentary cup of Starbucks coffee.) operator-created customer frequency cards with logo(e.g., “Buy 10, get 1 free.”) logo usage on delivery trucks or vehicles discounting Starbucks espresso-based beverages street-level branding (windows, doors, awnings,freestanding signs), which includes the exteriorof the operation* offers associated with or timed with a Starbucks retailpromotional offer transparent signs with backlighting billboards, highway / roadside signs neon signs packaging customer-designed cups / sleeves /napkins, co-branded with the primaryWPS logo or WPS wordmark apparel (hats, T-shirts, aprons) letterhead, business cards magnets, keychains, pens, etc. any hand-drawn logo telephone book ads any reproduction of the WPS logo by anymeans other than printing (e.g., etching,engraving, painting, embroidery) use of Starbucks Coffee logo alone(must be WPS version) discounting offers—see additional notesto the right.You are solely responsible for legal reviews and compliance of anydiscounts / offers with any laws / rules.*Exception is approved directional signage. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.1411

PlacementGuidelinesApprovalProcess1. The primary WPS logo or WPS wordmarkmust be presented in conjunction with youroperation’s own name or logo to be acomplete message. However, the WPS logoor WPS wordmark must be clearly secondaryto your name and branding. Your name orlogo identifies the “We” who is brewing andserving Starbucks coffee.Starbucks can provide you with electronic files of the primary WPS logoand WPS wordmark in several styles and graphic formats. When yourartwork is relatively complete, you are ready to submit the piece toStarbucks Foodservice Marketing Services for approval.2. While the primary WPS logo or WPS wordmarkshould never stand alone, it must still hold itsown space, apart from your own logo.3. The primary WPS logo or WPS wordmark mustnever be incorporated into the design ofyour operation’s logo. Customers approachingyour venue must immediately understand thatit serves Starbucks coffee, but is not aStarbucks retail location.4. The visual appearance of the venue andthe balance of branding messages (size,quantity, placement and relative weight) mustreinforce your venue name or logo as theprimary means of identification.When in doubt about whether your artwork fallswithin our placement guidelines, ask yourself, “Is myoperation’s brand / logo most prominent in thisrepresentation?” ”Will a customer think that myoperation is only serving Starbucks beverages?” Ifyour answer is “yes,” then you are on track! If youanswer “no,” then you must make some placement orproportion changes to ensure that your brand takescenter stage. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.14Note: If final designs are not submitted for review or are used withoutour approval, you will be responsible for removing unauthorized materialsor correcting any mistakes at your own cost. The approval process isoutlined below:1. Submit artwork to the Foodservice Marketing Services address in yourcountry. Whether you customize templates or design your own art,remember that Starbucks must review and explicitly approve allartwork prior to production. Please email all artwork submissions to:fsmarketing@starbucks.com or fsmarketingcanada@starbucks.com.2. For a review of your project, allow at least five working days from receiptby Starbucks. We will let you know of any changes that are needed. If theartwork is approved, we will email you with approval. If you do not hearfrom us within 30 days, assume your artwork has NOT been approved,and that you may not proceed with production. In this case, please emailus at fsmarketing@starbucks.com or fsmarketingcanada@starbucks.com.3. Before printing, insert the Starbucks approval code into your piece. Thiscode will be provided by Starbucks Foodservice Marketing Services andwill signify approval.12

PhotographyOnly product photographs provided by Starbucksmay be used in the marketing of your Starbucks coffee program. The same policy also appliesto video.Company and Product NameGuidelinesAny copy using the Starbucks name must comply with these basicguidelines and must be approved by Starbucks.”Starbucks” never has an apostrophe, even when used in possessive form.InternetIf you plan to use the primary WPS logo or WPSwordmark on your venue’s website, please keepin mind that Starbucks must approve the sizeand placement, and any related copy, just as wewould a printed piece.Please contact Foodservice Marketing Servicesfor a graphic file of the primary WPS logo or WPSwordmark formatted for web use.Correct web logo: Starbucks Green (HTML00704A or R0/G112/B74), White (HTML FFFFFFor R255/G255/B255), Black (000000 or R0/G0/B0). If you are unable to visually match green toHTML 00704A, you must show the WPS logo inblack and white. Minimum size is 50x50 pixels at72 dpi (the TM will have to be created separatelyto read clearly).When using product names, attach the proper registration symbol to the name at least one time per document when the mark first appearsand / or when it is most prominent.To the extent it is necessary to explain your relationship with StarbucksCoffee Company, please refer to yourself as an authorized purveyor ofStarbucks coffee.Include the following copyright language: ” [Insert current year]Starbucks Corporation. All rights reserved. Starbucks and the Starbuckslogo are trademarks or registered trademarks of Starbucks Corporation.Approval code: ”Thank YouWe realize these guidelines may seem complicated and challengingto follow. And we appreciate the energy you put into protecting thebrand you are proud to have in your venue—and the brand we areproud to share with you.All graphics on the Starbucks.com website areproperty of Starbucks Corporation. Please donot take logos, photographs or any other artworkfrom the Starbucks website. 2014 Starbucks Coffee Company. All rights reserved. SJBQ414CSI-00076. Last revised 4.4.1413

inappropriate usage of the We Proudly Serve Starbucks logo and brand identity. For further details, please see the Approval Process on page 12. Note also that the Starbucks Coffee logo may never be used independent of the “We Proudly Serve” text. Starbucks Coffee Company reserves

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