WPS Old vs New Display Marketing

Branded Solutions

Branded Display Merchandising & Logo Updates

Starbucks introduced the "We Proudly Serve" logo in 2011.

We officially retired the We Proudly Brew logo in 2015.

To ensure you are delivering the right brand experience to your customers, Starbucks and Seattle's Best Coffee have updated all branded display merchandising collateral. Effective immediately, only the new "We Proudly Serve" logo should be displayed in your Starbucks locations. This includes both marketing provided by Starbucks and marketing your location has produced. As your location receives new marketing, remove and recycle any out of date marketing that includes the old "We Proudly Brew" logo. Mixing both logo versions at a single venue is not approved. The following pages will help clarify which pieces of branded display marketing should be disposed of and/or those available to order for your location. If you have any questions please contact your Starbucks or Seattle's Best Representative. The deadline for all old "We Proudly Brew" logo use to be removed or replaced is December 31, 2016. Thank you Starbucks Branded Solutions

Starbucks? We Proudly Serve Marketing Comparison

Logo

Old / Remove

Current

Signage

Old / Remove

Current

Back Panels

Wall Mount Sign Airpot Rack Sign

11046757 WPS Back Panels (3 panels:70.5"w x 36"h)

11046758 WPS Airpot Rack Sign (22"w x 27.5"h)

11019116 Vertical Blade Sign (6.5"w x 33.5"h) 11019112 WPS Small Blade Sign (12"w x 12"h) 11019113 WPS Medium Blade Sign (18"w x 18"h)

Signage - Continued

Old / Remove

Current

Wall Signs

Espresso Signs

Header

Not Available for Reorder

11046756 WPS Logo Wall Sign (19"w x 18"h) includes double stick tape to apply to wall

Wraps

Old / Remove

11061091 Espresso Machine Sign (12.8"w x 5"h) includes an easel OR double stick tape

Back Panel Header Display Unit Discontinued

Current

3 Liter Airpot

11015168

1.5 Gallon Bunn? Shuttle

11016485

1.5 Gallon Luxus? Shuttle

11016518

3 Gallon Bunn? TitanTM

Shuttle

11016487

3 Gallon Luxus? Shuttle

11016519

3.5 Gal Narrow Iced

Dispenser

11046760

Wraps

Banquet ID Chains Banquet IDs Hang Tags Generic Decals

Decals

Coffee Decals

Old / Remove

Tags & IDs

Old / Remove

Current

11044981 11044985 11044986 11044996 11044997 11044999 11044987 11044988 11044989 11044991 11044992 11045000 11044990 11045011 11044993 11048729

Breakfast Blend Decal Caf? Estima Blend? Decal Caff? Verona? Decal Pike Place? Roast Decal Serena Organic BlendTM Decal Veranda Blend? Decal

French Roast Decal

House Blend Decal

Decaf Breakfast Blend Decal

Decaf Fair Trade Blend Decal Decaf Caff? Verona? Decal Decaf Pike Place? Roast Decal Decaf Serena Organic BlendTM Decal Decaf Veranda Blend? Decal Kopelani Blend? Decal (Hawaii Only)

Hot Water Decal

Current

11020263 11020268 11020271 11020261 11020262

Starbucks? Coffee Decal Decaf Starbucks? Coffee Decal Hot Water Decal, small Espresso Decal Decaf Espresso Decal

11022151 11022153 11022154

Starbucks? Co ee Hang Tag Decaf Starbucks? Coffee Hang Tag

Hot Water Hang Tag

11019119 11019120 11019121

Starbucks? Co ee Banquet ID Stand

Decaf Starbucks? Coffee Banquet ID Stand

Hot Water Banquet ID Stand

11020191 Starbucks? Coffee Banquet ID Chain

11020192 Decaf Starbucks? Coffee Banquet ID Chain

11020193 Hot Water Banquet ID Chain

Logo

Old / Remove

Tazo? Marketing Comparison

Current

Marketing

Old / Remove

Current

Decals

Iced Tea Wraps

11047231 11047228 11047230 11047229

Tazo? Iced Black Tea Decal (3"w x 6"h) Tazo? Iced Passion? Decal (3"w x 6"h) Tazo? Iced Green Tea Decal (3"w x 6"h) Tazo? Iced Tropic Tea Decal (3"w x 6"h)

11046762 3.5 Gal Narrow Tazo? Iced Tea Wrap

*Round dispensers & wraps are discontinued. Contact you Starbucks Representative to upgrade to narrow dispenser.

Logo

Old / Remove

Seattle's Best Co ee? Marketing Comparison

Current

Wall Sign Airpot Rack Sign Back Panels

Signage

Old / Remove

Current

11041988 Back Panels (3 panels:70.5"w x 36"h)

11043098 Airpot Rack Sign (22"w x 27.5"h)

11041991 Logo Wall Sign (22"w x 22"h) includes double stick tape to apply to wall

Coffee Decals

Old / Remove

Current

11041942 11041943 11043055 11041945 11041947 11041948 11041949 11041950 11050098 11041975 11041976 11042194

Level 2 Co ee Decal Signature Blend No. 3 Co ee Decal Signature Blend No. 3 DECAF Co ee Decal Signature Blend No. 4 Co ee Decal Signature Blend No. 4 Org. FT Decal Signature Blend No. 4 Org. FT DECAF Decal Signature Blend No. 5 Co ee Decal Signature Blend No. 5 Organic FT Decal Vanilla Fair Trade Co ee Decal Toasted Hazelnut Co ee Decal Cinnamon Swirl Co ee Decal Hot Water Decal

W E P R O U D LY S E R V E STARBUCKS COFFEETM LOGO USAGE GUIDELINES

Applying the Guidelines

Because your relationship with Starbucks is specific to brewing and serving our coffee, it is important that your use of the primary We Proudly Serve logo or wordmark functions to identify the coffee you serve, not your operation's identity. Starbucks reserves the right to disapprove any use or uses for any reason.

For questions regarding logo usage, please contact Foodservice Marketing Services at fsmarketing@

Appropriate and Unauthorized Logo Use

Appropriate Logo Use

Unauthorized Logo Use

? Menus (including in-house menu boards)

? Logo usage on delivery trucks or vehicles

? Counter sign messaging and directional signage on premises

? Street-level branding, which includes the exterior of the operation*

? Promotional brochures

? Billboards, highway/roadside signs

? Closed-circuit television ads (as in hotels, conference centers)

? Apparel (hats, t-shirts, aprons)

? Venue website

? Use of retail Starbucks logo alone (must be WPS version)

? Grand opening complimentary product offers

? Customer-designed cups/sleeves/napkins, co-branded with

the primary WPS logo or WPS wordmark

* Exception is approved directional signage.

Branding Relationships

Operator logo must be present on collateral with the WPS logo as the secondary logo.

OP

LO GO

Pieces 8.5"x11" and SMALLER:

The primary WPS logo should be

?/? of the operator logo.

OP ER ATOR LO GO

Pieces LARGER than 8.5"x11": The primary WPS logo should be

? of the operator logo.

Primary We Proudly Serve Logo

We Proudly Serve Wordmark

Minimum clear space at least 2X distance from side of Siren to widest part of logo

Wordmark equal to 150% of the height of the "B" letterform.

"Starbucks" no smaller than .5" (13mm) height

Siren no smaller than .35"

? 2016 Starbucks Coffee Company. All rights reserved. Confidential--for internal use only.

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