Starbucks Brand Book

Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. It is the world's largest coffeehouse chain.

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES CONTENTS 3 Introduction 4 Overview 5 Colors 6 Technical Requirements 7 Branding Relationships 8 Asset Links 9 Applying the Guidelines 10 Unauthorized Logo Use 11 Approval Process © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 2

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Introduction We are pleased that you have chosen to serve Starbucks® coffee or THE WE PROUDLY SERVE (WPS) STARBUCKS™ LOGO AND WHAT IT REPRESENTS beverages to your customers, and delighted that you wish to use your The Starbucks brand is one of the most recognized and admired in the world. We believe our people and our time and resources to promote our coffee. To help you, Starbucks products form the foundation of our marketing strategy. The uncompromising quality of our products and our Coffee Company has created the Customizable Marketing Toolkit focus on making a genuine, personal connection with our customers have enabled us to create uplifting experiences templates available on the We Proudly Serve Foodservice website. that currently define and differentiate us. And this has enabled us to inspire moments of connection that create a brighter outlook for ourselves and our world. That is the brand promise of Starbucks and the heritage entrusted to This is to ensure you’re getting the full advantage of your association those who market the brand. with Starbucks Coffee Company, as well as help you avoid any Note: Whether you customize a template or design your own art, remember that Starbucks must review and explicitly incorrect and/or inappropriate usage of the We Proudly Serve approve all artwork prior to production. Please email all artwork submissions to [email protected] or [email protected]. ™ Starbucks logo and brand identity. For further details, please see the Approval Process on page 11. Note also that the Starbucks Siren logo may never be used independent of the “We Proudly Serve” text. © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 3

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Overview The primary WPS logo is composed of the Siren symbol and the phrase “We Proudly Serve.” LEGAL MARKS ON THE WPS STARBUCKS LOGO DIFFER FROM MARKET TO MARKET The WPS wordmark is composed of the phrase “We Proudly Serve” locked If appearing in more than one location listed below, the ™ trumps the ®. up with the Starbucks wordmark. It always appears vertically reading upward. See page 8 for all logo variations, including Canada dual-language versions. U.S. = ® CANADA = ® INTERNATIONAL = TM PRIMARY WPS LOGO WPS WORDMARK INCORRECT USAGE EXAMPLES DL ROU Y SER P E V E W Don't re-create type Don't stretch or alter Do not overlap on top our logo in any way of other graphics Always use the wordmark Do not rearrange the Don't combine the primary vertically, reading upward wordmark or change the size logo with the wordmark of "We Proudly Serve" in proportion to "Starbucks" 4 © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Colors WHITE PREFERRED USE BACKGROUND CONTROL Starbucks Green and white, on a Preferred use on a dark Apply the logo on light-color backgrounds whenever possible. Avoid darker background values and colors white or light-colored background. or black background. that provide insufficient contrast (e.g., Starbucks Green). PMS: 3425C CMYK: 100/0/78/42 RGB: 0/112/74 HTML: 00704A Not enough contrast 0% black value 60% 80% 100% OPTIONAL USE Limited to one-color or two-color Optional use on dark background, printing when Starbucks Green is limited to when Starbucks Green is not available. not available. PMS: Black Do not use black logo CMYK: 0/0/0/100 on black background RGB: 0/0/0 HTML: 000000 INCORRECT USAGE EXAMPLES Do not change Do not use the Do not add a ring Do not put logo in Do not use graphic logo color inverse Siren around the Siren a shape effects or outlines © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 5

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Technical Requirements PRIMARY WPS LOGO CLEAR SPACE WORDMARK CLEAR SPACE COMPANY AND PRODUCT NAME GUIDELINES 25% of the Siren logo diameter 150% of the height of the “B” letterform 1. Any copy using the Starbucks name must comply with these basic guidelines and must be approved by Starbucks. 2. “Starbucks” never has an apostrophe, even when used in possessive form. 3. When using product names, attach the proper registration symbol ® to the name at least one time per document when the mark first appears and/or when it is most prominent. MINIMUM SIZE 4. To the extent it is necessary to explain your relationship with Wordmark minimum widths: Starbucks Coffee Company, please refer to yourself as an Print size: .5" (12.7mm) authorized purveyor of Starbucks® coffee. Web size: 200 pixels 5. U.S. and Canada MINIMUM SIZE ™ Include the following copyright language: ”© [20XX] Starbucks Siren minimum widths: Corporation. All rights reserved. Starbucks and the Starbucks Print size: .375" (9.5mm) logo are registered trademarks of Starbucks Corporation. Web size: 50 pixels Approval code: _______” International Include the following copyright language: ”© [20XX] Starbucks Corporation. All rights reserved. Starbucks and the Starbucks ® logo are trademarks or registered trademarks of Starbucks Corporation. Approval code: _______” The ® or ™ scales The scales independently ™ independently of the of the wordmark when enlarged Siren when enlarged or or reduced dramatically. reduced dramatically. minimum height is ™ ® or ™ minimum height is 4 pt Avenir Medium 4 pt Avenir Medium Print size: .04" (1mm) Print size: .04" (1mm) Web size: 15 pixels Web size: 10 pixels © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 6

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Branding Relationships The operator logo must be present on collateral with the WPS logo as the secondary logo. Follow the guidelines below to reinforce the relationship (e.g., it’s Joe’s Café first, and Starbucks plays a supporting role). PRIMARY WPS LOGO IN RELATION TO OPERATOR LOGO PLACEMENT GUIDELINES Pieces 8.5"x11" and SMALLER: The primary WPS logo should be of the operator logo. 1. The primary WPS logo or WPS wordmark must be presented in conjunction with your operation’s own name or logo to be a complete message. However, the WPS logo or WPS wordmark OP must be clearly secondary to your name and branding. Your LOGO name or logo identifies the “We” who is brewing and serving Starbucks® coffee. 2. While the primary WPS logo or WPS wordmark should never stand alone, it must still hold its own space, apart from your own logo. 3. The primary WPS logo or WPS wordmark must never be incorporated into the design of your operation’s logo. Customers approaching your venue must immediately understand that it serves Starbucks® coffee, but is not a Pieces LARGER than 8.5"x11": The primary WPS logo should be ¼ of the operator logo. Starbucks® retail location. 4. The visual appearance of the venue and the balance of branding messages (size, quantity, placement and relative weight) must reinforce your venue name or logo as the primary means of identification. OPERATOR 5. I f you plan to use the primary WPS logo or WPS wordmark on LOGO your venue’s website, please keep in mind that Starbucks must approve the size and placement, and any related copy, just as we would a printed piece. When in doubt about whether your artwork falls within our placement guidelines, ask yourself, “Is my operation’s brand / logo most prominent in this representation?” ”Will a customer think that my operation is only serving Starbucks® beverages?” If your answer is “yes,” then you are on track! If you answer “no,” then you must make some placement or proportion changes to ensure that your brand takes center stage. © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 7

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Asset Links Starbucks can provide you with electronic files of the primary WPS logo and WPS wordmark in several styles and graphic formats. Contact us at [email protected] or [email protected]. U.S. LOGOS CANADA LOGOS INTERNATIONAL LOGOS PRIMARY WPS LOGO PRIMARY WPS LOGO PRIMARY WPS LOGO WPS Logo_US_color_circle R WPS Logo_US_cw_circle R WPS Logo_Dual_ WPS Logo_Dual_ WPS Logo_Dual_ WPS Logo_Dual_ WPS Logo_INTL_color_TM WPS Logo_INTL_cw_TM color_circle R black_circle R cw_circle R kw_circle R WPS Logo_US_cw_circle R WPS Logo_US_kw_circle R WPS Logo_French_ WPS Logo_French_ WPS Logo_French_ WPS Logo_French_ WPS Logo_INTL_black_TM WPS Logo_INTL_kw_TM color_circle R black_circle R cw_circle R kw_circle R WPS WORDMARK WPS WORDMARK WPS WORDMARK WPS wordmark_US_black WPS wordmark_US_white WPS wordmark_ WPS wordmark_ WPS wordmark_ WPS wordmark_ WPS wordmark_US_black WPS wordmark_US_white Dual_black French_black Dual_white French_white © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 8

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Applying the Guidelines Because your relationship with Starbucks is specific to brewing and serving APPROPRIATE LOGO USE our coffee, it is important that your use of the primary WPS logo or WPS • menus wordmark clearly conveys that message to your customers, while also aligning with Starbucks brand image. The following examples of appropriate logo use • in-house menu boards are applications that directly support the presence of Starbucks® coffee in your establishment, and protect the integrity of the Starbucks brand. • counter sign messaging (featured beverages, etc.) In addition, keep in mind that all of your marketing initiatives should first and • promotional brochures foremost promote your own operation, with only a secondary focus on Starbucks • bag / box stuffers as your coffee provider. The primary WPS logo or WPS wordmark should function to identify the coffee you serve and/or as a feature of your operation. It should • closed-circuit television ads (as in hotels, never function as your operation’s identity. Also remember, if your number of conference centers) ”authorized” uses or the relative significance of any one use makes it seem like Starbucks® coffee or beverages are more than just featured items with your • directional signage on venue premises operation, it may still be an inappropriate overall use. Please note that your (either permanent signage or elevator inserts) overall application of “appropriate logo” uses may still be deemed inappropriate if the numerosity of your uses or significant placement of use conveys a closer • venue website affiliation with Starbucks than appropriate. Starbucks reserves the right to disapprove any use or uses for any reason. • surprise and delight programs For questions regarding logo usage, please contact Foodservice Marketing • grand opening complimentary product offers Services at [email protected] or [email protected]. © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 9

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Unauthorized Logo Use The following examples of unauthorized logo use could misrepresent your DISCOUNTING GUIDELINES relationship with Starbucks by potentially causing customers to confuse The WPS logo is prohibited from being used in discounting offers. your operation with a Starbucks® retail operation, or by devaluing the premium This includes: positioning of the Starbucks brand. • generic cents-off, percent-off, free-offer or bundling coupons • logo usage on delivery trucks or vehicles • Starbucks® products used as premiums in customer acquisition • street-level branding (windows, doors, awnings, freestanding signs), programs for other brands or as gifts with purchase (e.g., “Buy a which includes the exterior of the operation* muffin, get a complimentary cup of Starbucks® coffee.”) • transparent signs with backlighting • o perator-created customer frequency cards with logo • billboards, highway / roadside signs (e.g., “Buy 10, get 1 free.”) • discounting Starbucks® espresso-based beverages • neon signs • offers associated with or timed with a Starbucks® • packaging retail promotional offer • customer-designed cups / sleeves / napkins, co-branded with You are solely responsible for legal reviews and compliance of any the primary WPS logo or WPS wordmark discounts / offers with any laws / rules. • apparel (hats, T-shirts, aprons) • letterhead, business cards • magnets, keychains, pens, etc. • any hand-drawn logo • telephone book ads • any reproduction of the WPS logo by any means other than printing (e.g., etching, engraving, painting, embroidery) • use of Starbucks Coffee logo alone (must be WPS version) • discounting offers—see additional notes to the right *Exception is approved directional signage. © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 10

™ WE PROUDLY SERVE STARBUCKS LOGO GUIDELINES Approval Process When your artwork is relatively complete, you are ready to submit the piece to Starbucks Foodservice Marketing Services for approval. Note: If final designs are not submitted for review or are used without our approval, you will be responsible for removing unauthorized materials or correcting any mistakes at your own cost. The approval process is outlined below: 1. Submit artwork to the Foodservice Marketing Services address in your country. Whether you customize templates or design your own art, remember that Starbucks must review and explicitly approve all artwork prior to production. Please email all artwork submissions to [email protected] or [email protected]. 2. For a review of your project, allow at least five working days from receipt by Starbucks. We will let you know of any changes that are needed. If the artwork is approved, we will email you with approval. If you do not hear from us within 30 days, assume your artwork has NOT been approved, and that you may not proceed with production. In this case, please email us at [email protected] or [email protected]. 3. Before printing, insert the Starbucks approval code into your piece. This code will be provided by Starbucks Foodservice Marketing Services and will signify approval. Starbucks Coffee Company reserves the right to decline usage of the Starbucks name or brand representation in any situation the company deems inappropriate for any reason even if the WPS logo usage meets these guidelines. Please remember that anything Starbucks doesn’t expressly approve in writing is considered not approved. Starbucks Coffee Company may also require you to recall and/or reprint any marketing materials that do not meet with Starbucks current brand standards. © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174 11

Thank You We realize these guidelines may seem complicated and challenging to follow. And we appreciate the energy you put into protecting the brand we hope you are proud to have in your venue—and the brand we are proud to share with you. © 2014 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only. Last revised 11/26/14. SJB14-34174