终于公开了！来看星巴克的VI（完整版）

1. 视觉识别的诉求：功能性VS 感染力

2. 善用颜色为品牌创造记忆点

3. 字体的易读性最重要，华丽次之

LOGO

色彩

品牌色彩：

相关色系：

表现

案例：

字体

SODO SANS：

LANDER：

TRADE GOTHIC LT：

摄影

产品图：

1.WHERE WE USE IT：

MENUS

DIGITAL COMMUNICATION

PROMOTIONAL SIGNAGE

DIGITAL COMMUNICATION

ADVERTISING

SOCIAL

Glassware

Glassware shouldn’t be distracting. We use consistent forms: a pint glass for most cold beverages and a modern glass mug for hot beverages.

Iced teas, Starbucks Refreshers iced beverages and other non-coffee cold drinks can be shown in a tall, narrower glass.

Shadows

Use graphic shadows to add interest to compositions.

Styling

Shots should convey a handcrafted quality with a refined / clean / graphic composition.

Highlight crafted details like dustings of cinnamon and dark crema moving through foam.

Whip should be styled in a way that is less decadent and dessertlike, more handcrafted. Shots and composition should highlight ingredients wherever possible.

Food should have a human-centric quality, styled with slight imperfections that amp up realism and appetite appeal. However, we stay away from showing bites, crumbs, loose ingredients and packaging.

2.WHERE WE USE IT:

PARTNER STORIES

BARISTA CRAFT

BRAND STORIES

FARMER STORIES

SOCIAL IMPACT STORIES

PUBLIC AFFAIRS USE

SOCIAL

Studio

Studio photography should feel artful, editorial and intentional. Any props and styling should complement the focal point, not overshadow it. Soft, directional and warm light creates a real, craveable and elevated moment.

Environmental

Whether it’s via a friendly face, an aspirational moment or a snippet of a scene that leaves you wanting more, environmental photography should connect with our audience. This is attainable cool—it looks like it could be you.

品牌库图：

插图

实际应用

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