Brand Packaging

Multinational > Starbucks

January 12, 2011


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.

Launch
March 2011

Package design
Starbucks internal creative studio, www.starbucks.com