Freedom and flexibility for the Starbucks Siren

Starbucks has spent over 40 years building trust and creating genuine, human moments of connection in their coffeehouses. From humble roots in Seattle’s historic Pike Place Market, they have grown into the world’s largest roaster and retailer of specialty coffee. Today it operates in more than 17,000 neighborhoods of 55 different countries. However, they see a future that is broader than coffee, and connects past the boundaries of the retail environment.


With a 40th anniversary fast approaching, Starbucks wanted to use the milestone as an opportunity to clarify its future vision, and refresh its customer experience and visual expression.

With a new positioning, brand character and ideas around how to bring it all to life in hand, Lippincott was engaged for our expertise in developing comprehensive corporate and retail brand programs, and guidance for global implementation.

Starbucks wanted the new logo and visual identity system to say as much about its future as it did about its past. Past the logo, they wanted a program that afforded them the freedom and flexibility to explore new product, regional and experience opportunities, while keeping them in step with their current and future customers.


We worked closely with the Starbucks Global Creative team to refine and define brand elements, develop implementation guidelines, and consensus building for internal stakeholders.

Developed visual approaches that would deliver on communicating the new positioning and character attributes, applied to a broad set of customer touch points for consideration. Each visual approach included direction for logo usage, pattern, graphic, typography, illustration, imagery, color, form, material, layout and language.

Explored a broad range of graphic execution alternatives for the “Siren” symbol, as well as size and relationship alternatives for use with the “Starbucks (Coffee)” name.

Advised on the refreshed palette of Starbucks brand elements and developed implementation guidelines for global implementation, and consulted the internal creative group through their final execution.