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Massey also established the Creative Services Group which produced the brand identity and the store design. Massey created a visual brand language for Starbucks that was recognizable and distinctive, the way Coca-Cola maintained the color red, Spencerian script, and the red bottle for over 100 years. The visual brand language consisted of icons ...
In 1998, Starbucks entered the United Kingdom market with the US$83 million acquisition of the then 56-outlet, UK-based Seattle Coffee Company, re-branding all those stores as Starbucks. [ 174 ] In October 2002, Starbucks established a coffee trading company in Lausanne , Switzerland, to handle purchases of green coffee . [ 175 ]
The Starbucks logo itself has stood the test of time by evolving with the company in direct relationship to their corporate identity. The center piece of their logo, the Siren , helps tie Starbucks to its traditional coffee roots in both Europe and Seattle.
Starbucks (SBUX), the world's largest coffee-shop chain, on Wednesday unveiled a new logo that retains its iconic green mermaid but no longer includes the word "coffee." It's meant to reflect the ...
Starbucks has a lot going for it as an investment: sector leadership, loyal fan base, expanding global footprint, and strong financial fundamentals. ... Find out which stock it is in the brand-new ...
The new CEO's approached provided "a clear and detailed vision for the future, and aspirational, like the Starbucks brand when at its best," Morgan Stanley wrote in a note, according to Investing ...
In many ways Starbucks is a perfect example of modern debranding because they strive to balance their brand identity and a local identity. Starbucks removed the name and left only the siren logo on signs and merchandise to appear less corporate and appeal to modern consumers. Starbucks has also responded to the recent popularity of shopping ...
Starbucks' brand is also in need of a refresh. For example, Niccol noted that the company owns its own coffee farm in Costa Rica, which serves as the base for its research and innovation in coffee ...