Our new
expression.

It all starts here. Use this guide as a high-level overview of how the Starbucks brand comes to life.

Message
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Siren illustrationOur Philosophy

As we evolve to meet beautifully diverse customers all over the world, our brand has evolved too. Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers’ experience central to creative expression.

To achieve this, we’re thoughtfully incorporating beautiful, expressive moments with calm confidence in ways that are optimistic, joyful and recognizably Starbucks. By consistently utilizing the Siren logo, an expanded palette of greens rooted in our iconic green apron and a constrained family of harmonious typefaces, we bring purpose and cohesion to every interaction customers have with our brand.

From farmers, roasters and baristas to writers, designers and illustrators, we believe in the power of both coffee and art to connect people and communities. Our new creative expression marries the artful core of our brand with helping our customers where they are, on their terms.

This brand expression guide should be used in conjunction with other more specific guides around each element of our brand.

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