Visual Identities

This chapter is especially relevant to my specific research on copycat logos and parodies. The article helped me understand that all semiotic elements or resources of a logo has its meaning and purpose. Designers use shape, placement, color, texture, and pattern with purpose to convey a certain concept about their product or company within just the logo. Every element is thought about and placed in the logo to further the intended meaning. I realize even more now how essential logos are to a company. They create the company's entire image and represent what the company stands for to the rest of the world.

Not only is this interesting pertaining to the Starbucks logo itself (what each semiotic resource is meant to convey) but it is even more interesting to see what the knockoff Starbucks's decided to include and exclude in their variating versions of the logo. Besides the obvious visual aspects (like the color green and the circular shape of the logos) some cafe's went even further than just looking like the Starbucks logo. Two examples are Mt. Rainier Espresso & Milk (of Japan) and Barista Coffee (of Taiwan). These cafe's are not only visually similar to the Starbucks logo but they clearly refer to Seattle itself (which, as we know, is closely associated with Starbucks). Mt. Rainier Espresso & Milk depicts Seattle's famous mountain as the image in the center circle. Similarly, Barista Coffee went so far as to steal Seattle's official state logo (a profile of whom I assume is Chief Sealth) and placed it as their center image. These blatant references to Seattle combined with the visually similar layouts of their logos is a clear indicator of their intent. As one blogger aptly put it:

“If Starbucks = Good Coffee
and
Seattle = Starbucks
and
Mt. Rainier = Seattle, Washington
then
Mt. Rainier = Good Coffee too, right?”

Researching the numerous parodies and knockoff logos of Starbucks really shows us the far reaching success of the company and it's instantly-recognizable logo. Like the author of Visual Identities, I am comparing logos and their semiotic resources, however, unlike comparing two competitors and their opposite meanings, I am comparing logos that wish to embody the same meanings as the original logo represents. Which semiotic resources they choose to use is the most telling of all.

Visual Identities Review

I thought this article was really interesting and I feel a little bit better and more knowledgably about forming some type of analysis of my findings. I was able to relate a lot of my findings to the article, for instance the mythogram. In the article it says that that a mythogram, “does not imply a linear narrative…it is composed of fragments from our cultural history which are themselves narratively derived.” The Starbucks logo definitely derives from our cultural history and people are able to “recall” that image from history. Finding a lot of history behind the logo and its inspiration, this part of the article will be helpful for me.

Also the talk on color and shape was interesting. With Starbucks changing it’s color from brown to green, there has to be some meaning behind that. I cannot recall why they changed the color but I do know they did for the company and for an appealing/ thought provoking factor which is pretty much what the article said about the Apple and IBM logos. Also the shape is important as well. Further more, I never really thought about the pattern of the logo and the whole color scheme. It is definitely something I can going to try and analyze since it was very interesting and beneficial to learn in the article.

I think I will draw a lot of ideas from “The ‘messages’ of the two logos” section since my task was to find history behind the logo and how it has evolved. Also with the message, I am going to explore how the image sends a message to the consumer. In the article they call it “signifiers” and “signified”—signifiers being the logo and signified being the consumer.

Visual Identities

This article was an excellent breakdown of many basic semiotic elements (made accessable and interesting by using logos from recent culture that the audience is familiar with). The author chooses to start with the basic elements of the logos, and delve deeper into them as he tries to locate meaning/what it represents and, as he mentions in this conclusion, what it does not represent. I feel that his best example in breaking this concept down is that of the 1984 Apple commercial.

Throughout the article I found many concepts that can be related back to the semiotic analysis of the Starbucks logo. The description of stripes and their meanings stood out to me the most, as the Starbucks lgo takes advantage of stripes in their logo. Second was the issue of color--although I feel the author focused mostly on the rainbow as he was analyzing the Apple logo-- color is still emphasized as important to the meaning (and the not-meaning) of a logo.

I think that the strongest concept/idea I took out of the article, though, was in his conclusion. The idea that a symbol/sign "is not primarily what it represents but what is transforms...what it chooses not to represent," that a symbol/sign "denies as much as it affirms," is an idea that can be expanded into the social semiotic study we are in the middle of. These larger scale concepts have larger scale implications, and although I would have liked to have seen a more complex and complete breakdown of the "meaning" conclusions the author comes up with in terms of the Apple and IBM logo elements, I still think that these conclusions are important and fit into this larger spectrum. And that they can definitely be used when thinking about the Starbucks logo.

Application of Visual Identities

The chapter on Visual Identities showed me multiple insights on two prominent logos in computer development. Although our specific study does not involve comparing two distinct logos within the same market, I believe that the analysis tools of semiotics will aid us greatly in our study on the Starbucks logo. Thus, at a closer look at we can apply the analysis of the Starbucks visual invariants of how the green portrays an earthly tone and mindset to all consumers. The running stream of consciousness, similar to the Levi Strauss example, can be our best way to start analyzing, and through these conscious thoughts we can build on further to establish a more meaningful analysis. I think that this method of initial analyzing will work well specifically for my part of the project in analyzing objects from the company. In addition, the current green logo contains stripes within the image of the siren, portraying an image of fluidity between the siren and concentric circles; which is also present in the Apple and IBM logos mentioned. And lastly I believe the most important part that I can specifically take away from this reading is that to analyze logos you almost have to always put them back within their context. Thus, my analysis of the artifacts with or without the logo's presence are a key piece of evidence towards the analysis of the Starbucks logo as a whole.

Progress Update

For this project I have been collecting a lot of information about the Starbucks' logo and the history behind it. Also I have been collecting information on the design of the logo (shape, color, image) and how the design of the logo has an affect on the consumer. 

Right now I have 15 different sources and looking for more, and I am organizing them by topic and then looking for common trends in the articles. The articles consist of blogs, op-eds, academic journals, news stories, and corporate information. 

Progress is moving steady and I am almost ready to start my analysis of my findings.

Progress Update

1. Artifact Collection:

For our research I have been in charge of collecting data artifacts. So far I have collected 7 (free) physical artifacts while also taking several photos of displays inside of a Starbucks store. Each artifact was then placed into a spreadsheet to clearly display common and different traits of each artifact.

Categories:

Color (Brown, Green), Logo (Present or Not?), Siren (Old or New)

2. Online Artifact Collection

Online I have found several photos on Flickr displaying various physical artifacts that people have captured in their photos. I have begun research to see if I can determine each year when the napkins have changed but it is proving to be much more difficult with inaccurate dates added by Flickr users, so a detailed timeline is not yet available.

In addition I have found a site promoting “Starbucks Invasions”, as a way to defer Starbucks from popping up everywhere in the United States.

http://www.areyougeneric.org/action_sbucksinvasion.php

In opposition of the above site, I recently found a Facebook group requesting that Italy receive Starbucks.

http://apps.facebook.com/causes/23089?fp=6d544&h=ifc&recruiter_id=8201554&t=1211656377

3. Lastly, I have contributed to reviewing various articles regarding the logo at hand, possible individuals involved with the Starbucks Corporation.

Starbucks Logo & Rat City Roller Girls

This has been brought up in a couple of the Seattle blogs that I read for a past couple days. I thought it was really relevant to Karin's data collection on similar logos and how Starbucks sues... well, everyone.

Starbucks is warning Rat City Roller Girls to change their logo or they are suing. Apparently they feel it is far too similar to theirs and The U.S. Patent and Trademark Office granted the Starbucks an extension--giving them until July to file a complaint against RCRGs.


(from the Seattle PI)

The RCRGs ran into this whole problem when they were asked to trademark their logo (used since '04) before a video game about them is released.

"The issue is with the shape of the logo, including what they're calling concentric circles," she said. "[Starbucks]' saying that the dimensions of the circles are too close to their own," said RCRGs' lawyer.

She also said, "The Starbucks lawyer said that the girls on the roller derby team look scary, and she didn't think, in her own personal opinion, (that) Starbucks would want to associate themselves with the scary characters of Rat City Rollergirls," Heraty said.

The article: http://seattlepi.nwsource.com/business/364425_sbuxlogo24.html

Progress Update

1. Background Research-- I read a couple of scholarly articles about Starbucks and an article about branding. These gave me some background about the company in general as well as how people have used brands to push agendas before (see citation for Logo Logic).

I also read through the timeline/history that Starbucks has up on their site, and helped compile a list of key people.



2. Data Collection-- I mainly focused on three areas/projects for data collection:

a. I took pictures of storefronts (both close-up and from across the street) of Starbucks locations in Seattle. I took pictures mainly in the University District and downtown, although I also took some in Wedgewood and Fremont. Unfortunately, the majority of the pictures were lost due to a major technical problem. However, some things that I noticed while taking the pictures are follows:

-Starbucks isn't too picky about their location--they mostly purchase space that has already been created.

-Most of these shops have a minimalist, modern look with clean lines and lots of black.

-Usually they have lots of windows as well--many times an entire wall will be 75% glass.

-For the drive-through locations, and some larger or corner locations more cream and white colors are used and there is a more "post-modern" look, with decorations in the architecture.


b. I created a google map of Starbucks in Seattle. This can be found in the links section in the right-hand toolbar of this blog. I named each location by neighborhood (as closely as I could). I did not map any Starbucks out of Seattle city limits. Observations I had were:

-There's at least three times as many Starbucks in downtown than there are in any other neighborhood of the city.

-There are more Starbucks in the North part of Seattle than there are in the South end (maybe due to socio-economics of the areas???).

-The farther away from downtown, the less Starbucks' there are.


c. I constructed and distributed a survey about the Starbucks logo. Questions covered recalling the Starbucks logo from memory, describing it with the aid of a picture of the logo, general feelings about the logo, certain preferences having to do with the logo, as well as where the person was located in the city and where they were from. I have yet to organize and code responses for the survey, so I don't have too many solid observations at the moment. The survey was available to anyone who had an account with the UW.

Christian Group Takes Issue w/ Logo

Ad Age has a recent article about a Christian Group ("The Resistance") that is taking major issue with the Starbucks logo.

See it Here


And the Stranger Slog comment on the article: here

NOTE: The image the Slog article uses is the original logo, not the recent re-release.

Survey

The survey responses have been very interesting so far. I'm looking forward to getting more responses, looking through them, and beginning to code them in a couple weeks.

If you are from the Che study or a visitor to this blog, and attend/ed the University of Washington, you can participate in the survey by clicking the link below. You must have a UWnetID to do so.

Access the survey here.

More Data Types

Here are some links to articles that I found about the Starbucks' logo and the study of logos and the affects on the consumer. They were really easy to find and I think they will be helpful in referencing and getting ideas from, while moving forward with the research.

1. Defining the Mermaid: Letter to Howard Schultz, Chairman of Starbucks Coffee Company (http://www.nyu.edu/cas/ewp/barrentinedefining03.pdf)
2. Color Principles of Design (http://swc2.hccs.cc.tx.us/tan/2004StudentWorks/2d/kylie/kylieColor.pdf)
3. CONSUMER PERCEPTIONS OF REBRANDING: THE CASE OF LOGO CHANGES (http://dspace.uta.edu/bitstream/10106/572/1/umi-uta-1769.pdf)
4. Starbucks Wars (http://japundit.com/archives/2006/02/23/2025/)

Useful Data Types

I believe that we should include articles about the Starbucks logo as a useful data type in our research. For example, the following article was found on Lexis Nexis and has some helpful information towards our research, "When it comes to branding, Starbucks' cup runneth over" PR Week (US) March 26, 2007.
In addition collecting artifacts with the starbucks' logo on it will be beneficial to our research to display the various ways it is depicted in society. These artifacts can be anything from an empty coffee cup, to a stir stick, to a mug with the logo. By having real evidence of the image, we can observe it closer and consider where it came from, what its purpose is, and how it affects our study.

Data types

1. Pictures of the Starbucks logo not located in or on Starbucks stores. Appearance of the logo around the city, whether it be advertisement or garbage. Record of the number found.

2. Note what Starbucks merchandise the logo is on. Merchandise including their in store supplies like cups, napkins, bags, etc. Tally a percentage.

3. Images of the parodies of the Starbucks logo notating their popularity. One example is cartoonist Kieron Dwyer. Compare the semiotic elements of the real logo and the copy and see what is most included in the copy images.

4. Survey Starbucks consumers, non-Starbucks consumers, and even Starbucks baristas about the logo. Questions may include asking them to describe the logo off the top of their head. Their overall feeling toward the logo, "Is it visually appealing?", "What stands out first?" "what do you think about the new promotional logos?" etc. Ask if they are originally from Seattle. If not, ask if they noticed the presence of Starbucks more here than where they are from. It would interesting to note the responses from native seattlites and non natives and see if there are differences in perception and overall feeling toward Starbucks and its logo.

Types of Data

1. Graphic timeline of the evolution of the Starbucks logo

2. Pictures of storefronts, noting where logo (and which) logo is used

3. Map of all Starbucks in Seattle (and possibly other cities)

4. Survey: Ask people to describe the Starbucks logo both from memory and while looking at it.

Research Questions

What are the basic semiotic resources used in the past and present logos?

In what semiotic ways has the Starbucks logo changed from the original to current design?

How has meaning changed as the Starbucks logo changed graphically?

How is gender dealt with in the past and pressent logos--how do they differ?

How has Starbucks's logo changes affected their revenues?

How does the Starbucks logo represent Starbucks products as luxury/gourmet items?

How does the Starbucks logo aid in making Starbucks a 'lifestyle' brand?

How does the Starbucks logo aid in Starbucks' ability to be local and global (glocal)?

List of Key People

Michael Parent: A student of marketing management and a graphic designer who conducted a study in which he found that the then current Starbucks logo made people uncomfortable (the one with full twin tails). After which he designed his own modified logo and sent it to Howard Schultz along with his study findings causing Starbucks to change thier logo to the current logo we have now. (Kristy)

David Milne: named director of international store design for Starbucks Corp. (Seattle). Milne, formerly director of design and construction for Limited Brands Inc. (Columbus, Ohio), joined Starbucks in 2007 to lead the company’s licensed store planning team. (Anna)

Terry Heckler: He owns his own graphic design and advertising agency, Heckler & Associates, in Seattle. Starbucks was one of his earliest clients, acquired in 1971 just two years after Heckler started his business. He created the original name, logo, and marketing materials and worked with the company until 1988. (Brad)

Myra Gose: Director of Creative Services. She helped Starbucks Coffee Co. celebrate its 25th anniversary and was the self-described "keeper of the look" (Karin)

Brooke McCurdy: Starbucks' design development team director. (Karin)

Stanley Hainsworth: Stanley Hainsworth is Vice-President global creative for Starbucks Coffee Company, which, in addition to selling coffee, markets music, books and movies in Starbucks shops, on its web site, and in partnership with iTUNES and XM radio. The company also hosts Starbucks Salons, “ nomadic interactive coffeehouses” which feature gallery and performance spaces—the first opened in Park City, Utah, in conjunction with the Sundance Film Festival—that travel from city to city across the United States. (Andre)

"Think Seattle, Act Globally" by Lyons

Lyons, J., (2005). Think Seattle, act globally. Cultural Studies, 19(1), 14-34.

Author James Lyons analyzes the rise and dominance of specialty coffee brands in the global context though their promoting of ‘commodity biographies’ as their main strategy of appeal to consumers. Using Starbucks as the main subject of his essay, Lyons emphasizes that the place-specific strategy employed by such companies is the key element to their success, distinguishing themselves from homogenized, mass-produced coffee products. The dominant advertising method of such companies established Seattle as the nation’s capital of ‘coffee-culture’, in turn, enhancing the success of Starbucks by selling the ‘Seattle-experience”. Lyon gives a brief but detailed history of world coffee consumption leading to the history of Starbucks itself to support his arguments, as well as to demonstrate the process of globalization. He then analyzes Starbucks’ use of product placement in movies to illustrate their strategic move to counter public criticism of their company. Lastly, Lyons brings in the 1999 WTO protests to point out the irony of globalization and the complexity between the local-global theme of such place-specific brands. Lyon’s essay is a good reference of the history and rise of Starbucks. His analysis of their marketing strategy seems well researched and accurate. By including the history of coffee and Starbucks, Lyons is able to give clarity on how Starbucks was able to rise to the top of the Coffee industry and how a global commodity, such as coffee, could ‘originate’ from Seattle.

Selling Seattle

Lyons, J. (2004). Selling Seattle: Representing Contemporary Urban America. Great Britain: Wallflower Press.

This book takes into account the persistent and deepening poverty of the 1980s and the nationwide economic recession of the 1990s. It addresses Seattle’s role in changing the urban centre, despite the negative economic and social restructuring occurring in other American cities. Gourmet coffee consumption during this era, introduces capitalism and globalism to an otherwise over looked city. It is through imagery and narrative, in which gourmet coffee makers such as Starbucks capitalize on local differentiation. Selling and branding consumption practices and place to attract customers. History suggests coffee is indefeasibly bound with the rise of capitalism. Coffee connects the poor underdeveloped countries to the south with the rich industrialized countries of the north. The first Starbucks opened in 1971, in Pike Place Market. Pike Place was an instance of the refashioning of urban space to the taste and aesthetics of the expanding class of white-collared workers in the financial and business services sectors. Pike Place represents both the resistance to and at the same time a product of global forces. From the start, Howard Scholtz announced his plan to, “Position Starbucks coffee as the first natural brand of specialty coffee.” Here in Seattle we believe in the coffee experience; rather than take our coffee home to be drunk, consumption was a display, in chic coffee bars, the perfect consumable commodity for the advanced service city, giving capitalism its caffeine boost, whilst at the same time helping to keep coffee’s stock buoyant on the world market. Starbucks has cultivated an image as a Pacific Northwest phenomenon by supporting particular renditions of the ‘Urban Lifestyle’.

The Starbucks Experience

Michelli, J.A. (2007). The starbucks experience. New York, NY: McGraw-Hill.

            This book examines the Starbucks Company and how it has taken the coffee business to new levels and transformed it into a business success. The book places great emphasis on the ‘experience’ while working at or visiting a Starbucks. Everyone has a different experience and Starbucks values it, working hard and strategically in making the experience enjoyable and customary. In correspondence with each chapter there are five key principles: Making It Your Own, Everything Matters, Surprise and Delight, Embrace Resistance, and Leave Your Mark. These principles are set out to, if applied on a consistent basis and with a passion, to enable people and companies to seize on the types of opportunities that led Starbucks to its international prominence. The principles are also offered with the goal that the reader will apply them to his or her own situation to develop their leadership role in business and beyond.  

Starbucks Brings Back Original Logo... for a quarter

Starbucks has decided to bring back their original logo--complete with breasts and a split fin resembling, ahm, other womanly parts--for the Spring 08 season as a promotional tactic.

Local Starbucks baristas say the logo is only temporary, ending with the summer shipment of cups and sleeves which will revert back to the green, geometric logo.

So why now? What is so special about Spring 08 that motivated Starbucks to go back to the brown, more natural looking logo and print it on billions of cups and sleeves that will filter through the hands of men, women, and children across the globe?

And why is this change only temporary? Could Starbucks secretly be giving the logo a test run with tentative plans to revert back to the original design if feedback is positive this quarter?

I'm very curious and will be interested to see how this will all play out.

**Original logo can be seen in the right-hand column of this blog.

Logo Logic: The Ups and Downs of Branded Political Communication

Bennett, W. Lance and Taso Lagos. "Logo Logic: The Ups and Downs of Branded Political Communication." The ANNALS of the American Academy of Political and Social Science 611, no. 193 (2007): 193-206.

This article discusses the strategy of attaching a political message to a familiar corporate brand in attempt to hold some political leverage for change over the brand/company. The main examples the article calls on are Nike, referencing the sweatshop scandal, and Starbucks in connection with the push for fair trade coffee. Bennett and Lagos describe the benefits of this method, discussing the ability to attach political messages to a “lifestyle” brand and therefore lifestyles of customers as well, which has a double affect of causing a widespread awareness. The article also discusses some of the challenges of this method, mostly having to do with sustainability of the negative image until an actual change is made instead of just being acknowledged. They conclude by stating that while this method may be ideal for spreading a political message, it may not be the most effective way to obtain political or economic change in a company.

“The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization” by Anna Petrocco

Arsel, Zeynep, & Thompson, Craig J. (2004). The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization. Journal of Consumer Research, 31, 631-642.

This article takes a look at how Starbucks’ dominance within the coffee industry has changed coffee culture today, and how this has been adapted both locally and globally. A study was conducted to interview 35 people over a two year period on their background and personal experiences with coffee shops both globally and locally. The term urban flaneur is introduced to describe the general populous of coffee consumers who simply choose to drink coffee at local coffee shops to enjoy the general contact with people, although this contact is typically passive. Overall, the articles findings conclude that the Starbucks brandscape adds to current brand meanings which generate consumer identities, social networks, and marketplace cultures, and also how these traits can be widely contested by consumers.