“We Proudly Serve” Identity And Logo Usage Guidelines
“We Proudly Serve” Identity and LogoUsage GuidelinesStarbucks Coffee CompanySpring 2011
Contents3Guidelines Overview4Logo Variations5Logo Color Variations6Color Print Specifications7Logo Background Control8Logo Clear Space and Minimum Size9Logo Improper Use10Appropriate/Unauthorized Logo Applications11Placement Guidelines/Approval Process12Photography/Internet/Company and Product Name Guidelines 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.112
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 Foodservice Marketing Tool Kit,complete with promotion suggestions as wellas customizable brochures and other templates.If you find a need for custom marketing that is notaddressed in the tool kit, we offer these guidelinesto assist you in the development of artwork thatsupports both your business objectives and Starbucksbranding objectives.The “We Proudly Serve” (WPS)Logo and What It RepresentsThe 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. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.11Note: Whether you customize templates fromthe Foodservice Marketing Tool Kit or designyour own art, remember that Starbucks mustreview and explicitly approve all artworkprior to production. Please email all artworksubmissions to: fsmarketing@starbucks.comor fsmarketingcanada@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 Starbucks “WeProudly Serve” logo and brand identity. Forfurther details, please see the Approval Processon page 10. Note also that the Starbucks Coffeelogo may never be used independent of the“We Proudly 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/or reprintany marketing materials that do not meet withStarbucks current brand standards.3
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. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.114
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 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.115
Color Print SpecificationsColor SpecificationsPrint the primary WPS logo in its three correct colors:Starbucks Green, black and white. (For StarbucksGreen, use Pantone 3425 C. Do not use anyother green.) Print on uncoated stock, matchingPantone 3425 C ink to coated hue. No othercolors may be substituted. The Starbucks logoon any other material must visually matchPantone 3425 C. 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 evaluated byPANTONE, 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. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.116
Logo Background ControlFull-Color LogoUse the full-color logo when the backgroundcolor value is between 0% and 60% afterconversion to grayscale.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 grayscale.One-Color Black LogoUse the one-color black logo when thebackground color value is between 0%and 80% after conversion to grayscale.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 grayscale).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 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.1160%7
Logo Clear Space and Minimum SizeClear 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 wordmarkPrimary 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.Minimumsize .5"How Small Can I Go?In the primary WPS logo, the Siren symbol shouldbe no smaller than .35" (9mm) width, while theword Starbucks in the WPS wordmark should beno smaller than .5" (13mm) height.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).Note: The trademark and registration marksscale independently of the symbol/wordmarkwhen enlarged or reduced dramatically. Forsmallest print size, set registration marks inAvenir Regular 4pt. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.118
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.ORFor questions regarding logo usage,please contact Foodservice MarketingServices at fsmarketing@starbucks.comor fsmarketingcanada@starbucks.com. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.119
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. The followingexamples of unauthorized logo use couldmisrepresent your relationship with Starbucksby potentially causing customers to confuse youroperation with a Starbucks retail operation, or bydevaluing the premium positioning of theStarbucks 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 offers*In 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.Note: The primary WPS logo and WPSwordmark should be reproduced using only anelectronic file provided by Starbucks, and theymay not be altered in any way. Do not scan anyStarbucks logo from this document or any otherprinted piece. Use only the electronic fileprovided by Starbucks. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.11*Please refer to the Foodservice Marketing Tool Kit forrecommended formats and templates.Unauthorized Logo Use logo usage on delivery trucksor vehicles apparel (hats, T-shirts, aprons) street-level branding (windows,doors, awnings, freestanding signs) letterhead, business cards magnets, keychains, pens, etc. transparent signs with backlighting any hand-drawn logo billboards, highway/roadside signs telephone book ads neon signs generic cents-off, free-offeror bundling couponsany reproduction of the WPS logoby any means other than printing(e.g., etching, engraving, painting,embroidery) packaging customer-designed cups/sleeves/napkins, co-branded with the primaryWPS logo or WPS wordmarkuse of Starbucks Coffee logo alone(must be WPS version) Starbucks products used as premiumsin customer acquisition programs forother brands or as gifts with purchaseoperator –created customerfrequency cards with logo (e.g., buy10 get one free)10
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. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.11Note: 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 inyour country.United StatesEmail: fsmarketing@starbucks.comMail: Starbucks Coffee CompanyAttn. Foodservice Marketing ServicesMail Stop S-FS6 Box 34067Seattle, WA 98124-1067 USACanadaEmail: fsmarketingcanada@starbucks.comMail: Starbucks Coffee Canada, Inc.Attn. Foodservice Marketing Services5140 Yonge Street, Suite 1205Toronto, Ontario M2N 6L7 Canada2. For a review of your project, allow at least five working days fromreceipt by Starbucks. We will let you know of any changes that areneeded. If the artwork is approved, we will email, call or fax you withapproval. If you do not hear from us within 30 days, assume yourartwork has NOT been approved, and that you may not proceed withproduction. In this case, please email us at fsmarketing@starbucks.comor 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.4. When the piece is finalized, we ask that you provide Starbucks with threesamples of the finished version for us to keep in our archives. Pleasesend these copies to Foodservice Marketing Services at the appropriateaddress above.11
PhotographyOnly product photographs provided by Starbucksmay be used in the marketing of your Starbucks coffee program. The same policy also applies tovideo. Please refer to the Foodservice MarketingTool Kit for these photographs. Should needsarise that are not addressed by this document orthe tool kit, email fsmarketing@starbucks.com orfsmarketingcanada@starbucks.com.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.Company and ProductName GuidelinesAny 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.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: ” 2011 Starbucks and theStarbucks logo are trademarks or registered trademarks of StarbucksCorporation. Approval code: ”Please contact Foodservice Marketing Servicesfor a graphic file of the primary WPS logo or WPSwordmark formatted for web use.Thank YouCorrect web logo: Starbucks green (HTML00704A or R0 G112 B74), White (HTML FFFFFFor R255 G255 B255), Black (000000 or R0 G0B0). 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).We realize these guidelines can 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. 2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.1112
inappropriate usage of the Starbucks “We Proudly Serve” logo and brand identity. For further details, please see the Approval Process on page 10. Note also that the Starbucks Coffee logo may never be used independent of the “We Proudly Serve” text. Starbucks Coffee Company reserves the right to decline usage of the Starbucks name or brandFile Size: 1MB
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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