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.