qsr starbucks 'we proudly serve' logo usage guideline

5/21/2018 QSR Starbucks 'We Proudly Serve' Logo Usage Guideline

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We Proudly Serve Identity and LogoUsage GuidelinesStarbucks Coffee CompanySpring 2011


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Contents

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2011 Starbucks Coffee Company. All rights reserved. SJBQ111OTH-00709. Last revised 5.20.11

Guidelines Overview

Logo Variations

Logo Color Variations

Color Print Specifications

Logo Background Control

Logo Clear Space and Minimum Size

Logo Improper Use

Appropriate/Unauthorized Logo Applications

Placement Guidelines/Approval Process

Photography/Internet/Company and Product Name Guidelines


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These Guidelines

The We Proudly Serve (WPS)Logo and What It Represents


We are pleased that you have chosen to serveStarbuckscoffee 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 Market ing 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.

Note:Whether you customize templates fromthe Foodservice Marketing Tool Kit or design

your own art, remember that Starbucks mustreview and explicitly approve all artworkprior to production.Please email all artworksubmissions to: [email protected] [email protected].

This is to ensure youre 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 Process

on page 10. Note also that the Starbucks Coffeelogo may never be used independent of theWe 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 doesnt expressly approve inwriting is considered not approved. Starbucks CoffeeCompany may also require you to recall and/or reprintany marketing materials that do not meet with

Starbucks current brand standards.

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 and

differentiate 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.


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The primary WPS logo is composed of the Sirensymbol and the phrase We Proudly Serve.

The WPS wordmark is composed of thephrase We Proudly Serve locked up with

the Starbucks wordmark. It always appearsvertically reading upward, and should havea TMsymbol.

Logo Variations

Primary WPS logo

Dual-language logo Dual-language wordmark

WPS wordmark



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Consistent adherence to the color guidelineswill help build visibility and recognition of yourassociation with the brand.

Full-Color Logo

In 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 Logo

Use 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.

One-Color Black Logo/One-Color Reverse Logo

Use is limited to one-color or two-color printingwhere Starbucks Green is not available.

Logo Color Variations

Full-color reverse logo

One-color black logo

One-color reverse logo

Full-color logo



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Color Print Specifications

Black

3425

White

C0 M0 Y0 K100

C100 M0 Y78 K42

C0 M0 Y0 K0

R0 G0 B0

R0 G112 B74

R255 G255 B255

000000

00704A

FFFFFF

Pantone CMYK RGB HTMLColor Specifications

Print the primary WPS logo in its three correct colors:Starbucks Green, black and white. (For StarbucksGreen, use Pantone3425 C. Do not use anyother green.) Print on uncoated stock, matchingPantone3425 C ink to coated hue. No othercolors may be substituted.The Starbucks logoon any other material must visually matchPantone3425 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.

Colors shown in this guide have not been evaluated byPANTONE, Inc.,and may not match the PANTONEColor Standards. PANTONEis a registered trademark

of PANTONE, Inc.

Note:For consistent color reproduction, alwaysmatch to Pantonesolid-coated swatches.



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One-color black logo

Full-Color Logo

Use the full-color logo when the backgroundcolor value is between 0% and 60% afterconversion to grayscale.

Full-Color Reverse LogoUse the full-color reverse logo when thebackground color value is between 80%and 100% after conversion to grayscale.

One-Color Black Logo

Use the one-color black logo when thebackground color value is between 0%and 80% after conversion to grayscale.

One-Color Reverse Logo

Use the one-color black Siren symbol with white

type when the background color value is between60% and 80% (after conversion to a grayscale).

Note:Apply the logo on light-colorbackgrounds whenever possible. Avoid darkerbackground values and colors that provideinsufficient contrast (e.g., Starbucks Green).

Logo Background Control

0% black value

0% black value 60% 80%

60% 80% 100% black value

100% black valueincorrect usage

incorrect usage

Full-color logo Full-color reverse logo



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Clear 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 Logo

Minimum clear space is at least 2X, where Xequals the distance from the side of the Sirensymbol to the widest part of the logo.

WPS Wordmark

Minimum clear space is equal to 150% of theheight of the B letterform.

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 Logo

The primary WPS logo should be 1of theoperator logo size for pieces 8.5"x11" andunder. The primary WPS logo should be ofthe operator logo size for pieces larger than8.5"x11". This helps reinforce the relationship(e.g., its Joes Caf first and Starbucks plays a

supporting 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.

Minimumsize .5"

Logo Clear Space and Minimum Size

Primary WPS logo WPS wordmark



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OR

We 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. Dont stretch, condense orotherwise alter or manipulate it. Any modificationof the logo confuses its meaning and diminishesits impact.

1. Do notre-create or retype the words.

2. Do notstretch or alter our logo in any way.

3. Do notchange our logo color.

4. Do notuse graphic effects or outlines onour logo.Do not emboss the logo out of

a color background. 5. Do notplace our logo in a shape.

6. Do notoverlap other graphics or textor photography.

7. Do notscreen the logo. It should alwaysprint at 100% ink density.

8. Do notreverse logo out of a color.

9. Do notadd a ring around the siren.

10. Do notpair the primary WPS logo with theWPS wordmark.

11. Do notangle the WPS wordmark. Alwaysuse it vertically reading upward.

12. Do notrearrange the type, or change thesize of We Proudly Serve in proportion tothe Starbucks wordmark.

For questions regarding logo usage,please contact Foodservice MarketingServices at [email protected] [email protected].

Logo Improper Use1. 2. 3.

4. 5. 6.

7. 8. 9.

10. 11. 12.



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Applying the Guidelines Appropriate Logo Use

Unauthorized Logo Use


Because 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 aligning

with Starbucks brand image. The followingexamples of appropriate logo use are applicationsthat directly support the presence of Starbuckscoffee 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.

In addition, keep in mind that all of your marketinginitiatives should first and foremost promoteyour 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 operations identity. Alsoremember, if your number of authorized uses or therelative significance of any one use makes it seem likeStarbuckscoffee 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.

logo usage on delivery trucksor vehicles

street-level branding (windows,doors, awnings, freestanding signs)

transparent signs with backlighting billboards, highway/roadside signs

neon signs

generic cents-off, free-offeror bundling coupons

packaging

customer-designed cups/sleeves/napkins, co-branded with the primaryWPS logo or WPS wordmark

Starbucks products used as premiumsin customer acquisition programs for

other brands or as gifts with purchase

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*

*Please refer to the Foodservice Marketing Tool Kit forrecommended formats and templates.

apparel (hats, T-shirts, aprons)

letterhead, business cards

magnets, keychains, pens, etc.

any hand-drawn logo

telephone book ads

any reproduction of the WPS logoby any means other than printing(e.g., etching, engraving, painting,embroidery)

use of Starbucks Coffee logo alone(must be WPS version)

operatorcreated customerfrequency cards with logo (e.g., buy10 get one free)


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PlacementGuidelines

ApprovalProcess


1. The primary WPS logo or WPS wordmarkmust be presented in conjunction with your

operations 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 Starbuckscoffee.

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 operations logo. Customers approachingyour venue must immediately understand thatit serves Starbuckscoffee, 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 falls

within our placement guidelines, ask yourself, Is myoperations brand/logo most prominent in thisrepresentation? Will a customer think that myoperation is only serving Starbucksbeverages? 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.

Starbucks can provide you with electronic files of the primary WPS logoand WPS wordmark in several styles and graphic formats. When your

artwork is relatively complete, you are ready to submit the piece toStarbucks Foodservice Marketing Services for approval.

Note: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.

2. 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 [email protected] [email protected].

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.

United StatesEmail: [email protected]

Mail:Starbucks Coffee CompanyAttn. Foodservice Marketing ServicesMail Stop S-FS6 Box 34067Seattle, WA 98124-1067 USA

CanadaEmail:[email protected]

Mail:Starbucks Coffee Canada, Inc.Attn. Foodservice Marketing Services5140 Yonge Street, Suite 1205Toronto, Ontario M2N 6L7 Canada


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Photography

Internet

Company and ProductName Guidelines

Thank You


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 venueand the brand we are

proud to share with you.

Any 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 ofStarbuckscoffee.

Include the following copyright language: 2011 Starbucks and theStarbucks logo are trademarks or registered trademarks of Starbucks

Corporation. Approval code: _______

If you plan to use the primary WPS logo or WPS

wordmark on your venues 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 TMwill have to be created separatelyto read clearly).

All graphics on the Starbucks.com website areproperty of Starbucks Corporation.Please donot take logos, photographs or any other artworkfrom the Starbucks website.

Only product photographs provided by Starbucksmay be used in the marketing of your Starbuckscoffee program. The same policy also applies tovideo. Please refer to the Foodservice MarketingTool Kit for these photographs. Should needs

arise that are not addressed by this document orthe tool kit, email [email protected] [email protected].

qsr starbucks 'we proudly serve' logo usage guideline

Documents

starbucks brand

starbucks weproudly

starbucks mustreview

starbucks coffeelogo

starbucks coffeecompany

thatanything starbucks

thebrand promise of

company deemsinappropriate