Starbucks Logo Re-Design

As I’m sure you’ve all noticed, the current logo says “Starbucks Coffee”. However, we’ve decided to drop the written word “coffee” from the logo and replace with images of coffee beans. Our research shows that Starbucks has been partnering with several other companies in order to expand beyond coffee. They’ve developed ice cream that you can purchase at the local supermarket, bottle cappuccinos that you can find in most convenience store coolers, and they’ve also developed a line of tea called Tazo Tea. They are trying to reach beyond the boundaries of being known as merely a trendy coffee house and we want to support this by helping them become a name brand. To do so, we determined that it would be best to replace the word with an image of coffee beans to remind people of where this company originated and of the quality in which it has served consumers over more than three and a half decades. We also made the choice to leave the word coffee out because of Starbucks current efforts to expand internationally. We want to show that we support this growth, too. That is why we didn’t want our logo to be too English based, and we didn’t think there should be a need to translate “coffee” into whatever language the country in which you are currently marketing in speaks, but we felt to not do so would be limiting and disrespectful. So, we decided that by dropping the word and replacing it with an image would make the logo more versatile and internationally friendly. The idea was to ensure the longevity of the logo.
After additional research, we have surmised that Starbucks prides themselves on being environmentally conscious. They also see themselves as being community and industry trend-setters who lead by example.
Starbucks is “working to develop a recyclable paper cup that minimizes its environmental impact over its entire lifespan…” Although developing the perfect recyclable cup is their current main focus, they’re also currently examining the environmental impact that their packaging has. Starbucks, as members of the Sustainable Packaging Coalition, is actively exploring more sustainable alternatives to conventional packaging and evaluating ways to analyze material choices. They consider the issues of recycling so important that they’re even looking into the environmental impacts of the manufacturing, what materials are used and how they’re disposed of. Over the past 3 years alone, Starbucks has saved over 300,000 trees just by incorporating 10% post-consumer fiber into their hot beverage cups.
Starbucks has set two goals to achieve by 2015. They plan to have recycling available in 100% of all the stores where they control the waste pick-up and they are working toward making both their hot and cold beverage cups either reusable or recyclable in order to ensure that each cup is 100% non-harmful to the environment.
This information led us to incorporate the recycling logo into our Starbucks logo. You’ll notice that we’ve made sure that it was emblazoned onto the cup, since this is what the company is leading their recycling change platform with. We also used an earthy color scheme because we wanted to subtly remind consumers that Starbucks is Earth conscious and that its main products of tea and coffee are derived from the ground, hence all the brown and green. In support of Starbucks efforts to go green, we’ve also made sure to print all of the stationary on paper that is acid free, processed chlorine free, and 100% recycled. Unfortunately, due to the time constraints necessitated for this class, we were unable to find recycled card stock or envelopes. However, if we were delivering a pitch to Howard Schultz, we would make a commitment to work closely with Starbucks to ensure that their marketing material would be an added goal to be fully recycled and recyclable with manufacturing conscious productions by 2015.