Multinational > Starbucks

January 12, 2011
/ Print / Reprints /
/ Text Size+

In honor of Starbucks 40th anniversary, the company introduces a new brand identity. The redesigned logo features a larger, more prominent siren and no longer includes the “Starbucks Coffee” lettering in the outer ring. As Starbucks expands beyond coffee, it strove to create a logo that embraces the brand’s heritage, while, at the same time, enabling them to move forward. “We have allowed [the siren] to come out of the circle in a way that gives us the freedom and flexibility to think beyond coffee,” says Howard Schultz, Starbucks chairman, president and chief executive officer.

March 2011

Package design
Starbucks internal creative studio,  

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.


Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png