Starbucks 1966-Present

About the Company

Starbucks is a coffee company that aims to sell high quality coffee beans. The name Starbucks is a character from Herman Melville’s classic novel Moby Dick. Their logo is a two legged siren from Greek mythology who is known to lure sailors in and crash their ships. The owners wanted this to have the same impact but instead they would lure coffee lovers to buy their coffee. They have a holistic approach to branding as they let the coffee advertise itself through the taste rather than market the company. They welcome feedback from customers and have a more personal way of doing business.

To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.”

Starbucks mission statement

1966

The Beginning

Alfred Peet opened a small store, Peet’s Coffee and Tea, in Berkeley, California. This was the inspiration for Starbucks business model.

1971

The First Starbucks

  • Opened its first store near the historic Pike Place Market in Seattle
  • Initial logo with brown color
  • The name Starbucks is a character from Herman Melville’s classic novel Moby Dick. Their logo is a two legged siren from Greek mythology who is known to lure sailors in and crash their ships. 

1980

Losing a founder

Siegel leaves the company in order to pursue a separate path and Baldwin becomes the company president

1982

New member

 Howard Schultz is hired as the head of marketing. Schultz was originally a a sales representative for Hammarplast, a Swedish company that would sell Starbucks their drip- coffee makers. Starbucks would order a lot of inventory and so Schultz decided to see what the company did, he was so astonished by their work that he requested a job.

This would lead to a new opportunity for Starbucks as Schultz introduced a more friendly approach to customers and designed pamphlets to show all their coffee and description. This was a new approach to customer service.

1983

The Inspiration

  • Schultz makes a trip to Milan and was inspired by their cafes.
  • He pitched the idea to the owners on expanding their coffees to lattes and cappuccinos but they refused as they wanted a more simple approach.

1984

First Latte

The first Starbucks latte was served in downtown Seattle to test Schultz idea

1985

Schultz resigns

Schultz leaves Starbucks and creates “Il Giornale” to pursue his cafe idea. He was an immediate success and soon branched out to make more cafes.

1987

Starbucks Logo, history, meaning, symbol, PNG

New Owner

  • Baldwin and Bowker decide to sell Starbucks and Schultz buys it with the money he made from his previous cafes.
  • Schultz implements a new logo that creates the iconic green. To go along with it he creates new uniforms, green aprons.

1992

New Logo

Schultz refines and simplifies the logo by cropping the siren so that only her face is shown.

1994

First drive thru location

Starbucks experiments with drive-thru serves in order to increase sales.

1995

New Drink

Starbucks first introduced the frappuccino

1996

Expanding

Starbucks began opening stores outside North America. Some of which are in Japan and Singapore.

2003

New Drink

Started selling the Pumpkin Spice Latte

2007

Competition

Stocks drop as competitors such as McDonalds and Dunkin’ rise.

2008

Schultz’s changes

  • Schultz returns as CEO to make cutbacks and make changes such as adding baked goods and instant coffee.
  • They bring back the old logo for the 40th anniversary which they ultimately revoked because customers disliked it and wanted the old one back. 

2009

Mobile rewards Program created

A new mobile app is created which allows customers to earn points with every purchase as well as order ahead. They also give a free drink as a birthday gift.

2011

The new logo takes away the “Starbucks Coffee” logo and has been minimized to the siren.

2012

A New Addition

Starbucks buys Teavana

2015

 Cold Brew Introduced

2016

New Food

Starbucks adds vegetarian options such as the impossible sausage as well as lactose free milk. This is done to attract more customers with more variety and options.

2017

Customizable drinks increased

With the rising trends on social media there are more ways to customize drinks by adding or removing ingredients.

Brand Identity Timeline-Selection

Brand name

Starbucks

Brand purpose

To sell high quality coffee beans

Creation date

1971

Company owners

Jerry Baldwin, Gordon Bowker, and Zev Siegl,

Logo and Identity Designer(s)

Starbucks got its name from, Starbuck, from Herman Melville’s classic novel Moby Dick.

Description

The brand I chose is Starbucks which is a coffee company that aims to sell high quality coffee beans. It was created in 1971 by Jerry Baldwin, Gordon Bowker, and Zev Siegl but was later taken over by Howard Schultz. The name Starbucks is a character from Herman Melville’s classic novel Moby Dick. Their logo is a two legged siren from Greek mythology who is known to lure sailors in and crash their ships. The owners wanted this to have the same impact but instead they would lure coffee lovers to buy their coffee.

Links of the documentation

Starbucks History

Starbucks Timeline

Starbucks History Timeline

Starbucks Logo

History of Starbucks Logo

Video Project ; Screenplay

Opening text:

Son of a b*tch 

Director: Layla Flores

Featuring: Lile Mushkudiani

Scene 1

Text: Lile’s first words
Lile is with her father in the living room as he watches the game
He is angry because his team is losing
The other team makes a goal

Father: Son of a b*tch Lile hears this and happily copies him Lile: Son of a b*tch!
Her father turns quickly wide eyed in panic

Scene 2

Text: Elementary school
Lile in pigtails is skipping in the park
She falls due to a crack in the road and scrapes her knee
She holds her knee as she yells

Lile: Son of a b*tch There is a teacher nearby and she hears this She helps Lile get up but is scolded When the teachers turns around Lile sticks her tongue out and repeats herself Lile: Son of a b*tch

Scene 3

Text: Highschool
Teacher is passing around graded test
Teacher stands next to Liles text and passes her test face down
Lile picks it up and she sees a big F in red

Lile grumbles: Son of a b*tch

End scene

Text: Present time/ College
Layla asks Lile: Which words or phrases do you most overuse?
Lile smiles as she’s about to open her mouth
Text will cut of Lile before she can say her phrase and text in bold appears: Son of a b*tch

Video Project ; Pitch

Overused Phrase

“Son of a b*tch”

-Lile

I will be doing a video on Lile and the phrase that she uses the most, “Son of a b*tch”. As an introduction I would ask when was the first time she remembers using the phrase. I’ll ask her in what situations she uses the phrase and build upon that. I will incorporate different scenarios (Either using movie clips or narration) that she would use the phrase and include them in the video. In addition, I want to experiment with using music and big large text in between the different situations she says her the phrase. An idea that I want to further develop is having her describe comedic moments it was used in and have the video show them. I feel like this would represent her more as opposed to other questions because it is a part of her that comes naturally and is a part of her personality. Although it is a common phrase it depends on how people use it in their daily lives that makes it unique.

Raster and Vector Graphics Project

Project Description

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Reflection

Donec rutrum congue leo eget malesuada. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Curabitur aliquet quam id dui posuere blandit. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Nulla porttitor accumsan tincidunt. Vivamus magna justo, lacinia eget consectetur sed, convallis at tellus. Vivamus suscipit tortor eget felis porttitor volutpat. Mauris blandit aliquet elit, eget tincidunt nibh pulvinar a. Vestibulum ac diam sit amet quam vehicula elementum sed sit amet dui.

Additional Images

Foundation Drawing Project

Project Description

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Reflection

Donec rutrum congue leo eget malesuada. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Curabitur aliquet quam id dui posuere blandit. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Nulla porttitor accumsan tincidunt. Vivamus magna justo, lacinia eget consectetur sed, convallis at tellus. Vivamus suscipit tortor eget felis porttitor volutpat. Mauris blandit aliquet elit, eget tincidunt nibh pulvinar a. Vestibulum ac diam sit amet quam vehicula elementum sed sit amet dui.

Additional Images

Type and Media Project

Project Description

Nulla quis lorem ut libero malesuada feugiat. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Nulla porttitor accumsan tincidunt.

Reflection

Donec rutrum congue leo eget malesuada. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Curabitur aliquet quam id dui posuere blandit. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Nulla porttitor accumsan tincidunt. Vivamus magna justo, lacinia eget consectetur sed, convallis at tellus. Vivamus suscipit tortor eget felis porttitor volutpat. Mauris blandit aliquet elit, eget tincidunt nibh pulvinar a. Vestibulum ac diam sit amet quam vehicula elementum sed sit amet dui.

Additional Images

Graphic Design Principles 1 Project

Project Description

Nulla quis lorem ut libero malesuada feugiat. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Nulla porttitor accumsan tincidunt.

Reflection

Donec rutrum congue leo eget malesuada. Curabitur non nulla sit amet nisl tempus convallis quis ac lectus. Curabitur aliquet quam id dui posuere blandit. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Quisque velit nisi, pretium ut lacinia in, elementum id enim. Nulla porttitor accumsan tincidunt. Vivamus magna justo, lacinia eget consectetur sed, convallis at tellus. Vivamus suscipit tortor eget felis porttitor volutpat. Mauris blandit aliquet elit, eget tincidunt nibh pulvinar a. Vestibulum ac diam sit amet quam vehicula elementum sed sit amet dui.

Additional Images