The Visual Rhetoric of Starbucks
Matches the Product From co ff ee, tea and spices to food and more è
Logo Development
Use of Color Logo #1—Color Logo #1—Color Brown Signi fj es: • Co ff ee • Tea • Spices
Use of Color Logo #2-#4—Color Logo #2-#4—Color Green Signi fj es: • Wealth • Status • Health • Now serving food
Where did the Text Go?
Where did the Text Go? Used to be a signi sed to be a signi fj fj er er Minimalist design trends
How the Visuals Change to fit Audience Exigencies
Evolution of the Audience 1970s 1970s: local audience, not nationally known 1987 1987: growing in popularity, starts to serve food 1992 1992: expands to global markets, nationally known brand 2011 2011: company is known worldwide
Evolution of the Logo Ti e exigencies of the company shape logo design Figure One: T e original Starbucks logo Figure Two: Starbucks ’ second logo, Figure three: Starbucks ’ third logo. Mir- Figure four: Starbucks ’ fourth and most created in 1971 uses textual signi fj ers like released in 1987, followed the company ’ s rored their expansion to global markets in contemporary logo. Removes all text and co fg ee, tea, and spices, to aid in audience move to serve food items. Ti e association 1992. Used a simpler, closer image of the black coloring. Aligns with minimalist understanding of the brand. T is logo also between the color brown and food was siren and removed notches from her fj ns, trend and is still e fg ective as audience utilizes a detailed siren to illustrate the unappetizing to designers, so they decided to create a more cohesive and easier to knows the logo represents the company, mythology to customers. to go with green—the color of money. understand message. even without the textual signi fj ers.
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