Starbucks Reserve
The premium coffee sub-brand, since 2014; rare small-lot coffees and upscale stores.
Source: about.starbucks.com
Starbucks
Starbucks is the world's premier coffeehouse brand, dedicated to the craft of coffee and the concept of the third place between home and work.
- Founded
- 1971
- Industry
- Beverages
- Headquarters
- USA
- Ownership
- Public company
Key Facts
Brand logo & color
#006241
Values
teamwork, integrity, respect for culture, and perseverance
Starbucks – About us
Purpose
As it has been from the beginning, our purpose goes far beyond profit. We believe Starbucks can, and should, have a positive impact on the communities we serve.
Starbucks – About us
Vision
Our vision is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow
Starbucks – About us-
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Starbucks Rewards
The loyalty programme brand; Starbucks's membership and app identity.
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Frappuccino
The blended-beverage brand, since 1995; a product-brand with its own identity.
Positioning
We are the 'third place' where everyone is welcome and we can gather, as a community, to share great coffee and deepen human connection.
Brand Chronology
Christmas 2026: Handmade is the luxury of the AI age (2026)
Starbucks Celebrates the Craft of Espresso in New Film by David Gelb (2026)
Starbucks Celebrates the Craft of Espresso in New Film by David Gelb
2026
Starbucks launches 'The Magic of Coffee,' a craft espresso film by Chef's Table director David Gelb, debuting March 6, 2026.
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Starbucks Reframed the Festive Rush With “Drink In, Breathe Out” as a Moment of Calm (2024)
Starbucks Reframed the Festive Rush With “Drink In, Breathe Out” as a Moment of Calm
2024
Starbucks launched “Drink In, Breathe Out” during the holiday season to highlight moments of calm in festive chaos, using mixed-media animation to show coffee as a pause in a hectic world.
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Brian Niccol becomes CEO (2024)
Brian Niccol
becomes CEO
Starbucks Used “What’s Your Name” to Turn a Simple Gesture Into a Story of Identity and Acceptance (2020)
Starbucks Used “What’s Your Name” to Turn a Simple Gesture Into a Story of Identity and Acceptance
2020
Starbucks launched “What’s Your Name” to highlight how its cup-name tradition helped transgender people feel seen and accepted, turning a simple interaction into a message of inclusion.
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Kevin Johnson becomes CEO (2017)
Kevin Johnson
becomes CEO
Starbucks Turned Global Stores Into a Storytelling Stage With “Meet Me at Starbucks” (2016)
Starbucks Turned Global Stores Into a Storytelling Stage With “Meet Me at Starbucks”
2016
Starbucks launched “Meet Me at Starbucks” as a global storytelling campaign that showcased real people meeting in stores worldwide, emphasizing connection over coffee.
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Howard Schultz returns as CEO (2008)
Howard Schultz
returns as CEO
Logo Redesign (2001)
Logo Redesign
2001
In 2011, Starbucks simplified its logo as part of a broader brand update. The outer circular ring and text (“Starbucks Coffee”) were removed, leaving only the central Siren on a green background.
The redesign followed a general trend toward minimalism in corporate identity, making the logo more flexible across digital and global applications. The simplified mark improved recognition at small sizes and reduced visual clutter, while retaining the core symbolic figure of the brand.
Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café (1999)
Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café
1999
Starbucks appeared in Austin Powers: The Spy Who Shagged Me as part of Dr. Evil’s Space Needle lair, reflecting how the brand had become a recognizable symbol in mainstream pop culture.
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Logo Redesign (1992)
Logo Redesign
1992
In 1992, the owners of the thriving coffeehouses were again forced to change the emblem’s design under public pressure; the mermaid’s bare navel troubled conservative citizens. This was done radically: the lower part of the Siren was cut off, thereby enlarging the rest of the image.
Logo Redesign (1987)
Logo Redesign
1987
In 1987, the emblem was modified. The siren’s image became more stylized due to strong discontent among Seattle’s Puritan residents. By then, Starbucks had a large network of coffeehouses, branded paper cups, and branded coffee delivery vehicles. City authorities received complaints about small children seeing the mermaid’s bare chest. The owners decided not to provoke the public, making the mermaid more modest: her seductive bust was covered by wavy hair. The crown on her head became clearer and bigger, and a five-pointed star was placed in the center. The inner circle remained almost black, while the outer one became green. The Starbucks name was enlarged, leaving only the word coffee at the bottom, separated by stars.
Howard Schultz becomes CEO (1987)
Howard Schultz
becomes CEO
Logo Design (1971)
Logo Design
1971
The original 1971 Starbucks logo closely followed a woodcut-style illustration of a Siren with two tails, shown within a circular frame. The composition used concentric rings, with “Starbucks” at the top and “Fresh Roasted Coffee” at the bottom. The white Siren figure was set against a dark background, emphasizing contrast and detail, and reflected the brand’s early focus on coffee roasting rather than cafés.
Founded
1971
Jerry Baldwin, Zev Siegl and Gordon Bowker opened the first Starbucks in Seattle in 1971, taking the name from the first mate in Moby-Dick.
Christmas 2026: Handmade is the luxury of the AI age
2026