Starbucks Rolls Out New Brand

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Thanks to the people at UnderConsideration’s Brand New for the tip.

Today marks the 40th anniversary of Starbucks. It’s also the day when the new “STARBUCKS”-less Starbucks logo and identity go into effect and we have some nice photographs of the new cups, cup holders, and shopping bags right here. As part of the anniversary, Starbucks is also introducing a new coffee blend, called Tribute, and a new range of sweet snacks called Starbucks Petites. On their site be sure to check out a cute animation on the home page.

I thought this brand identity was a bit stark at first, but now seeing it in action it’s taken on some life. I really like the execution and delivery. Each pieces supports and accentuates the overall vibe.

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