™ 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