Branded Display Merchandising & Logo Updates

Transcription

1 Branded Solutions Branded Display Merchandising & Logo Updates Starbucks introduced the "We Proudly Serve" logo in We officially retired the We Proudly Brew logo in To ensure you are delivering the right brand experience to your customers, Starbucks and Seattle's Best Coffee have updated all branded display merchandising collateral. Effective immediately, only the new "We Proudly Serve" logo should be displayed in your Starbucks locations. This includes both marketing provided by Starbucks and marketing your location has produced. As your location receives new marketing, remove and recycle any out of date marketing that includes the old "We Proudly Brew" logo. Mixing both logo versions at a single venue is not approved. The following pages will help clarify which pieces of branded display marketing should be disposed of and/or those available to order for your location. If you have any questions please contact your Starbucks or Seattle's Best Representative. The deadline for all old "We Proudly Brew" logo use to be removed or replaced is December 31, Thank you Starbucks Branded Solutions

2 Starbucks We Proudly Serve Marketing Comparison Logo Signage Back Panels WPS Back Panels (3 panels:70.5 w x 36 h) Airpot Rack Sign WPS Airpot Rack Sign (22 w x 27.5 h) Wall Mount Sign Vertical Blade Sign (6.5 w x 33.5 h) WPS Small Blade Sign (12 w x 12 h) WPS Medium Blade Sign (18 w x 18 h)

3 Signage - Continued Wall Signs Not Available for Reorder WPS Logo Wall Sign (19 w x 18 h) includes double stick tape to apply to wall Espresso Signs Espresso Machine Sign (12.8"w x 5"h) includes an easel OR double stick tape Header Wraps Back Panel Header Display Unit Discontinued Wraps 1.5 Gallon 1.5 Gallon 3 Gallon 3 Gallon 3.5 Gal 3 Liter Bunn Luxus Bunn Titan Luxus Narrow Iced Airpot Shuttle Shuttle Shuttle Shuttle Dispenser

4 Coffee Decals Decals Breakfast Blend Decal Café Estima Blend Decal Caffè Verona Decal Pike Place Roast Decal Serena Organic Blend Decal Veranda Blend Decal French Roast Decal House Blend Decal Decaf Breakfast Blend Decal Decaf Fair Trade Blend Decal Decaf Caffè Verona Decal Decaf Pike Place Roast Decal Decaf Serena Organic Blend Decal Decaf Veranda Blend Decal Kopelani Blend Decal (Hawaii Only) Hot Water Decal Generic Decals Tags & IDs Starbucks Coffee Decal Decaf Starbucks Coffee Decal Hot Water Decal, small Espresso Decal Decaf Espresso Decal Hang Tags Starbucks Coffee Hang Tag Decaf Starbucks Coffee Hang Tag Hot Water Hang Tag Banquet IDs Banquet ID Chains Starbucks Coffee Banquet ID Stand Decaf Starbucks Coffee Banquet ID Stand Hot Water Banquet ID Stand Starbucks Coffee Banquet ID Chain Decaf Starbucks Coffee Banquet ID Chain Hot Water Banquet ID Chain

5 Tazo Marketing Comparison Logo Marketing Decals Tazo Iced Black Tea Decal (3 w x 6 h) Tazo Iced Passion Decal (3 w x 6 h) Tazo Iced Green Tea Decal (3 w x 6 h) Tazo Iced Tropic Tea Decal (3 w x 6 h) Iced Tea Wraps Gal Narrow Tazo Iced Tea Wrap *Round dispensers & wraps are discontinued. Contact you Starbucks Representative to upgrade to narrow dispenser.

6 Seattle s Best Coffee Marketing Comparison Logo Signage Airpot Rack Sign Back Panels Back Panels (3 panels:70.5 w x 36 h) Airpot Rack Sign (22 w x 27.5 h) Wall Sign Logo Wall Sign (22 w x 22 h) includes double stick tape to apply to wall

7 Coffee Decals Level 2 Coffee Decal Signature Blend No. 3 Coffee Decal Signature Blend No. 3 DECAF Coffee Decal Signature Blend No. 4 Coffee Decal Signature Blend No. 4 Org. FT Decal Signature Blend No. 4 Org. FT DECAF Decal Signature Blend No. 5 Coffee Decal Signature Blend No. 5 Organic FT Decal Vanilla Fair Trade Coffee Decal Toasted Hazelnut Coffee Decal Cinnamon Swirl Coffee Decal Hot Water Decal

8 WE PROUDLY SERVE STARBUCKS COFFEE LOGO USAGE GUIDELINES Applying the Guidelines Because your relationship with Starbucks is specific to brewing and serving our coffee, it is important that your use of the primary We Proudly Serve logo or wordmark functions to identify the coffee you serve, not your operation s identity. Starbucks reserves the right to disapprove any use or uses for any reason. For questions regarding logo usage, please contact Foodservice Marketing Services at fsmarketing@starbucks.com Appropriate and Unauthorized Logo Use Appropriate Logo Use Unauthorized Logo Use Menus (including in-house menu boards) Logo usage on delivery trucks or vehicles Counter sign messaging and directional signage on premises Street-level branding, which includes the exterior of the operation* Promotional brochures Billboards, highway/roadside signs Closed-circuit television ads (as in hotels, conference centers) Apparel (hats, t-shirts, aprons) Venue website Use of retail Starbucks logo alone (must be WPS version) Grand opening complimentary product offers Customer-designed cups/sleeves/napkins, co-branded with the primary WPS logo or WPS wordmark * Exception is approved directional signage. Branding Relationships Operator logo must be present on collateral with the WPS logo as the secondary logo. OP LOGO Pieces 8.5"x11" and SMALLER: The primary WPS logo should be ¹ ³ of the operator logo. OPER ATOR LOGO Pieces LARGER than 8.5"x11": The primary WPS logo should be ¼ of the operator logo. Primary We Proudly Serve Logo We Proudly Serve Wordmark Minimum clear space at least 2X distance from side of Siren to widest part of logo Wordmark equal to 150% of the height of the B letterform. Starbucks no smaller than.5" (13mm) height Siren no smaller than.35" 2016 Starbucks Coffee Company. All rights reserved. Confidential for internal use only.

9 WE PROUDLY SERVE STARBUCKS COFFEE LOGO USAGE GUIDELINES Discounting Guidelines The WPS logo is prohibited from being used in discounting offers, including: Generic cents-off, percent-off, free-offers, frequency cards or bundling coupons Starbucks products used as premiums in customer acquisition programs for other brands or as gifts with purchase (e.g., Buy a muffin, get a complimentary cup of Starbucks coffee.) Offers associated with or timed with a Starbucks retail promotional offer Not sure about placement? When in doubt, 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 make some placement or proportion changes to ensure that your brand takes center stage. Approval Process When your artwork is relatively complete, you are ready to submit the piece to Starbucks Foodservice Marketing Services for approval. If used without approval, you are responsible for removing unauthorized materials or correcting mistakes at your own cost. The approval process is outlined below: 1. Starbucks must review and explicitly approve all artwork prior to production. 2. If the artwork is approved, we will you with approval. If you do not hear from us within 30 days, assume your artwork has NOT been approved. 3. Before printing, insert the Starbucks approval code into your piece. Please all artwork submissions and questions to: fsmarketing@starbucks.com or fsmarketingcanada@starbucks.com 2016 Starbucks Coffee Company. All rights reserved. Confidential for internal use only.

10 Execution Guidelines WE RE SERVING SEATTLE S BEST COFFEE LOGO STYLE GUIDELINES Because your relationship to the Seattle s Best Coffee brand is specific to brewing and serving our coffee and beverages, it is important that your use of the We re Serving logo functions only to identify the coffee you serve, not as your operation s identity. We may disapprove your use for any reason, including even when you are following these guidelines. Appropriate and Unauthorized Use of Logo Appropriate Use of Logo Unauthorized Use of Logo Menus Outdoor banners or exterior signs attached to storefront In-store signage with the We re Serving logo Co-branded merchandise (e.g., counter signs, table tents, interior facing neon signs, menu board) (e.g., mugs and tumblers) Directional signage on venue premises Any hand-drawn logo Sandwich board/a-frame sidewalk signs Customer-designed cups/sleeves/napkins co-branded Window and door signage Use of retail Seattle s Best Coffee logo alone (must be We re Serving version) Apparel (e.g., logo hats, t-shirts, aprons) Letterhead, business cards Packaging Branding Relationships The We re Serving logo must be clearly secondary to your name and branding. OP LOGO Pieces 8.5"x11" and SMALLER: Logo no larger than ½ of the operator logo. OPER ATOR LOGO Pieces LARGER than 8.5"x11": Logo no larger than ¹ ³ of the operator logo. Preferred version of logo on white background Preferred version of logo on red background Logo must never be used in design of operator s logo. Size, placement, relative weight and overall appearance must reinforce venue name as primary identification Seattle s Best Coffee LLC. All right reserved. Confidential for internal use only.

11 WE RE SERVING SEATTLE S BEST COFFEE LOGO STYLE GUIDELINES Not sure about placement? When in doubt, ask yourself, Is my operation s brand / logo most prominent in this representation? Will a customer think that my operation is only serving Seattle s Best Coffee beverages? If your answer is yes, then you are on track! If you answer no, then make some placement or proportion changes to ensure that your brand takes center stage. Approval Process When your artwork is relatively complete, you are ready to submit the piece to Foodservice Marketing for approval. If used without approval, you will be responsible for removing unauthorized materials or correcting any mistakes at your own cost. The approval process is outlined below: 1. Foodservice Marketing must review and explicitly approve all artwork prior to production. 2. If the artwork is approved, we will you with approval. If you do not hear from us within 30 days, assume your artwork has NOT been approved. 3. Before printing, insert the Seattle s Best Coffee approval code into your piece. Please all artwork submissions and questions to: fsmarketing@starbucks.com or fsmarketingcanada@starbucks.com 2016 Seattle s Best Coffee LLC. All right reserved. Confidential for internal use only.