将客户体验作为创意表达的核心

随着我们不断发展以满足世界各地多样化的客户，我们的品牌也在不断发展。在这里，我们引入了一个全新的设计系统，该系统保留了我们品牌的核心元素，同时将客户体验作为创意表达的核心。

为了实现这一目标，我们精心地将美好、富有表现力的时刻与自信从容地结合在一起，以乐观、快乐和具有星巴克特色的方式呈现。通过不断使用 Siren 徽标、以我们标志性的绿色围裙为基础的扩展绿色调色板和一套和谐的字体，我们为客户与品牌的每一次互动带来了目的和凝聚力。

从农民、烘焙师和咖啡师到作家、设计师和插画家，我们都相信咖啡和艺术的力量可以连接人们和社区。我们全新的创意表达将我们品牌的艺术核心与帮助客户随时随地获得服务相结合。

As we evolve to meet beautifully diverse customers all over the world, our brand has evolved too. Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers’ experience central to creative expression.

To achieve this, we’re thoughtfully incorporating beautiful, expressive moments with calm confidence in ways that are optimistic, joyful and recognizably Starbucks. By consistently utilizing the Siren logo, an expanded palette of greens rooted in our iconic green apron and a constrained family of harmonious typefaces, we bring purpose and cohesion to every interaction customers have with our brand.

From farmers, roasters and baristas to writers, designers and illustrators, we believe in the power of both coffee and art to connect people and communities. Our new creative expression marries the artful core of our brand with helping our customers where they are, on their terms.

根据用户旅程的视觉优化

我们的创意表达涵盖了从功能性到表现性的全部范围，包括声音和设计。每个部件在这个尺度上的位置取决于我们在客户旅程中与客户在哪里会面。

我们正在淡化功能性内容，以便它们能够发挥最大作用 — 这样客户就能找到他们想要的东西。这样，新消息和优先事项就可以通过更动态的表达方式凸显出来。

Theory：Our creative expression spans the full spectrum of functional to expressive, in both voice and design.

Where each piece lands on this scale depends on where we’re meeting our customer along their journey.

图：星巴克不同渠道端的视觉形象组合

在一个地方即可查看所有内容

探索现实生活中的例子，了解我们的品牌表达如何通过季节性活动和产品发布栩栩如生地呈现。

图：星巴克不同季节及营销物料视觉形象实例

品牌核心元素

品牌标志：

塞壬是我们的缪斯女神，也是我们品牌的代言人。她的形象和我们醒目的文字标志是我们最具辨识度的品牌资产。

首选方法是单独使用 Siren 徽标，与字标分离。这样可以灵活地以更大的突出度展示 Siren，同时保持深思熟虑、开放和现代的呈现方式。

Logo：The Siren is our muse, the face of our brand. Her image and our strong wordmark are our most recognizable brand assets.

The preferred approach is to use the Siren logo by itself, unlocked from the wordmark. This allows flexibility to present the Siren with greater prominence while maintaining a considered, open and modern presentation.

图：星巴克标志指南

品牌色彩：

我们的绿色是标志性的。在各个街区都清晰可见。这是我们最显著的资产，从围裙的颜色到我们的标志。

我们倾向于使用绿色系列来提升品牌知名度。这种扩展的色调清新诱人，巧妙地向我们的传统致敬，并推动我们走向全球未来。我们始终确保品牌绿色的存在，无论是在构图中还是通过徽标来体现。

Color：Our green is iconic. Visible for blocks. It’s our most identifiable asset, from the color of our aprons to our logo.

We’re leaning into a family of greens to leverage brand recognition. Fresh and inviting, this expanded palette nods subtly to our heritage and propels us into a global future. We always ensure a presence of brand greens, either within the composition or through the presence of a logo.

图：星巴克色彩指南

品牌声音：

星巴克的声音正在不断发展，以统一我们的品牌并满足受众的需求。

我们有信心降低竞争信息的音量，以提升体验，消除人们在星巴克找到他们想要的东西的障碍。通过使用实用和富有表现力的声音，我们将为品牌相关性、联系和欢乐创造更多的空间。

Voice：The Starbucks voice is evolving to unite our brand and meet our audience’s needs.

We’re confidently turning down the volume of competing messages to elevate experience, removing obstacles in the way of people finding exactly what they seek at Starbucks. By using both functional and expressive voices, we’ll create more space for brand relevance, connection and joy.

图：星巴克声音指南

品牌字体：

我们使用了三种具有无限可能性的字体：Sodo Sans、Lander 和 Pike。

当我们逐渐放弃手写字体时，我们会在需要艺术感的地方加入自定义的修改。

Typography：We’re using three fonts with endless possibilities: Sodo Sans, Lander and Pike.

While we’re moving away from hand-lettering, we’ll incorporate custom modifications to these typefaces where an artful touch is needed.

图：星巴克版式指南

品牌插图：

插图层层叠叠、充满故事、出自艺术家之手，几十年来给我们的咖啡注入了新的生命。

我们的插画方法根植于我们的品牌和传统，并随着潮流而发展。内容应该以某种方式与咖啡或我们的传统相关，而纹理、照片拼贴、构图和图形细节可用于营造定制的感觉。虽然我们的室内绿色植物不需要出现在每幅插画中，但应该考虑它在环境中的存在。

Illustration：layered and storied with evidence from the artist’s hand—has brought our coffees to life for decades.

Our approach to illustration is rooted in our brand and legacy, and it’s evolving with trend. Content should relate back to coffee or our heritage in some way, while texture, photo collage, composition and graphic details can be used to give a custom feel. And while our house greens don’t need to be featured in every illustration, its presence in the environment should be considered.

图：星巴克插画指南

品牌图像：

我们的摄影作品真实可信：产品精美可信；人物真实可信。

我们的摄影风格随着潮流而发展，在灯光、阴影、角度和构图等细微细节上不断创新，同时创造出与品牌一致的外观。

目标是：每张照片和视频都具有星巴克的特色。产品故事显然与产品有关。我们谨慎、深思熟虑并有目的地使用人员。

Photography：Our photography is honest.Product is beautiful and believable.People are authentic, relatable.

Our photo style is evolving with trend, innovating on subtle details like lighting, shadow, angle and composition while creating a brand-consistent look.

The goal: every photo and video is identifiably Starbucks. Product stories are clearly about the product. We use people sparingly, thoughtfully and with intention.

图：星巴克摄影指南

官方品牌指南介绍

《星巴克标志：历史、象征与演变》

星巴克品牌资产和准则

本品牌表达指南应与我们品牌每个元素周围的其他更具体的指南结合使用。

This brand expression guide should be used in conjunction with other more specific guides around each element of our brand.