Starbucks - Research

 Mind map/collage 

Below is a link to my Pinterest board on Starbucks. 

https://www.pinterest.co.uk/jessicaj0095/starbucks/

Case study

What are the values of Starbucks ?

Starbucks is a multi- billionaire company that wants to create a clear culture of warmth and belonging, where everyone is welcome and 'acting with courage, challenging the status quo.' I feel that this is what makes this company so successful and popular. Never before in the history of coffee shops in America, has there been a coffee shop like Starbucks. It always challenges conventions and encourages people to break the 'status quo'

Where does the logo come from? 

The company 'Starbucks' Is named after a character in the novel ' Moby Dick'. Starbuck. To follow this nautical theme, they decided to make the Logo a siren. A siren is a very beautiful mermaid like creature that is known in norse myth to lure men at sea and sinking their ships on rocks. This logo is genius and it has developed over the years very well. [SEE BELOW]

Why use the green colour? 

In design, colours mean a lot of different things, so when creating a logo you always think about what impact those colour choices will have on your consumer. Green will evoke a feeling of trust, growth and safety.. This is very important when it comes to analyzing this Logo. The whole ethos behind Starbucks is to create a welcoming environment. Green does this and i think that the designer of this logo/brand did well in their colour choice.

What is the Starbucks experience?

The Starbucks experience is not all about the coffee, it is about the 'vibe' - what makes the customer want to come into that particular shop? From the music they play to the way they write every name on their cups. It is the the employers treat the consumers. Furthermore, they should feel relaxed and 'at home' when they are in the coffee shop. To conclude, the Starbucks experience is what makes the consumers want to buy their coffee. It is all about the consumers.

Why is Starbucks a trusted brand? 

Starbucks is a very trusted brand because they always put the consumer first. They have free wifi in stores, seating for them to relax in and great customer service. It all adds up. as well as all of this sub concisely, people see the colour green as a colour they can trust, it represents safety and calm-ness, which makes us all see the logo as a friendly beacon in every city across the world.
Furthermore, we all know the story behind the founding of Starbucks and how humble its beginnings were and we can all some how relate to them. Making them trusted across the world.

Who is Howard Shultz? 

Howard Shultz made Starbucks what it is today. He is behind the big branding they company now has. At 64, he is an american businessmen and was the CEO of Starbucks until he became the executive chairman of it. He was born into a jewish Family in Brooklyn, New York. He was also the first person in his family to go to college and has been awarded the National Leadership award for his educational efforts to battle aids.