Starbucks

Approaching its 40th anniversary, Starbucks partnered with Lippincott to evolve one of the world’s most recognizable brands. The goal was to simplify the identity and design it to scale across new products, markets, and digital experiences while preserving the equity of the iconic Siren symbol.

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Approach

Redrew the iconic Starbucks Siren, refining proportions and details to improve clarity, balance, and scalability across global applications. Led the development of the supporting visual identity and guidelines, translating the Siren’s forms into a broader design system used across packaging, retail environments, and digital experiences.

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Outcome

The refreshed identity centers on the redrawn Siren and removes the “Starbucks Coffee” banner, allowing the symbol to stand on its own as the primary brand asset. The new system supports Starbucks’ expansion into new products and services while enabling flexible regional expressions that connect with customers around the world.

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Recognition

Forbes: The Hidden Detail In The Starbucks Logo You Never Noticed
‍Brand New Awards: 2011 First Place, Logo Category