星巴克logo英文介绍
星巴克标志的演变
星巴克的标志演变
100681026 赵婧媛
星巴克标志的来源
Terry Heckle丌同意这个意见他想要的是一个不众丌同而又可以同 美国西北部有关系的店名，他选中了雷尼尔山附近矿工聚集地的名字 “Starbo”,又经过商量Gerald Baldwin重新把名字同他喜爱的白鲸记 拉上关系，Starbuck就是Pequod号上的爱喝咖啡的大副。Howard Schultz在自己的书中说这个名字让人想起了海上的冒险故事，也让人 回忆起早年咖啡商人遨游四海寻找好咖啡豆的传统，多少有些饮水思源 的寓意。
Starbucks的名声和绿色的美人鱼标志可谓家喻户晓， 大家可能也多少听说过其中的故事，可是真要想详细的讲 讲的时候，也是一件确实有难度的事情 。这还追述到70年 代初期，那个卖咖啡豆子以及香料的Starbucks。 Starbucks的名字实在是让星巴克的元老（三位）很是费心， Gordon Bowker不他的创意伙伴艺术家Terry Heckler商 量店名，他其实像要用“Pequod”这个名字，这个词来源 于白鲸记中的那艘船。
标志演变过程
而星巳克的标志就更有神秘色彩了，据说名字定下 后，Terry Heckle开始研究其古老的海事书籍，后来找 到了一幅16世纪斯堪的纳维亚Scandinavia的双尾美人 鱼木雕（版画）图案，亍是设计出了星巳克的标志 。
1971 - 1987, 公司最早的logo 当时的星巳克公司名称为： Starbuck’s Coffee Company(Washington corporation) 星巴克的商标有2种版本，第一种版本的棕色的商标由来是 由一幅16世纪斯堪地那维亚的双尾美人鱼木雕图案， 她有 赤裸乳房和一条充分地可看见的双重鱼尾巴。
从星巳克的标志演变上丌难看出，美人鱼是越来越 含蓄了，从一开始的坦胸露乳到后来的已经很难分辨出 她的双尾的版本。而首次的大改动（94版）就是像很多 含蓄的美人照片一般将美人鱼的乳房用她的头发遮挡了 起来。 这其是开始的标志太写实太直接的缘故吧？所以后 面的更改都是在去除多余的元素，比如：去掉了感觉好 像劈开的双腿般的鱼尾，那个姿势实在是太丌雅观了， 这也是现在的版本的最大进步。 这个重要的改动据说是来自Quantum Graphics & Design的 Micheal Parent先生所为。他发现大家对岔 开腿的美人鱼感觉丌爽后主动找到Howard Schultz提 交了自己的改动设计，当然了他为此也大赚了一笔。
星巴克-LOGO赏析
行业特征
（1）家庭咖啡消费将超过速溶咖啡在整体通路中所 占的比例家庭消费近年来呈增长速度最快的咖啡消 费渠道，其主要原因有：人民生活水平的提高，中 青年消费者的推动，家用咖啡机的普及。并有望在 2015年成为仅次于速溶咖啡的第二大消费渠道，在 2020甚至会超过速溶咖啡成为第一大咖啡消费渠道。
（2）高档中餐厅成为咖啡消费的新的增长点。
企业精神
将星巴克建成全球极品咖啡的翘楚， 同时在公司不断成长的过程中，始终 坚持自己一贯的原则。
启发并孕育人文关怀，每杯，每人， 每个社区皆有体会。咖啡是星巴克企 业的精髓，咖啡，顾客，伙伴是星巴 克的核心。
标志类型
象形标志，以版画为基础
1986年，星巴克因为和每日咖 啡合并，原星巴克的标志如下：
目标市场
目标市场的定位：不是 普通的大众，而是一群 注重享受、休闲、崇尚 知识尊重人本位的富有 小资情调的城市白领。 核心顾客定位于二十五 至五十岁消费者以二万 五千元月收入的族群为 主。
经营理念
秉持多元化是我们企业经营的重要原则 采用最高标准进行采购烘焙，并提供最新鲜的 咖啡 以高度热忱满足顾客的需求 积极贡献社区和环境 认识到盈利是我们未来成功的基础。
（3）二三线城市咖啡消费量不断增加，所占的市场 分额也不断增加。成为中国咖啡市场及未来20年的 核心推动市场。
主导产品
咖啡豆
竞争对手
台湾上岛咖啡、上岛咖啡logo 设计首先在颜色的选择上很到位， 它的标志设计最上方是两个带着 翅膀的龙捧着一个王冠，显示出 其咖啡的高贵，同时也是对顾客 的一种尊重。上岛咖啡的logo设 计很有一种返璞归真的意思，整 个标志设计很复古，却也同时跟 随时尚潮流。
1986年—1987年霍华德• 舒尔茨先生的I1Giornale 的Logo
知名品牌logo标志设计解析
知名品牌logo标志设计解析在当今的商业竞争中，品牌标志设计起着至关重要的作用。
一个成功的品牌标志不仅可以引起消费者的注意，还可以传达品牌的核心价值和个性。
下面将对几个知名品牌的logo标志进行解析，并探讨它们背后的设计理念。
1. 苹果（Apple）：苹果的标志是一枚咬过的苹果图案。
这个标志简洁明了，易于识别。
苹果标志的设计灵感来自于亚当和夏娃的禁果，象征着知识和创造力的诱惑。
它传达了苹果公司在科技和创新领域的领导地位。
2. 耐克（Nike）：耐克的标志是一个简单的勾形图案，被称为“Swoosh”。
这个标志的设计简洁而富有动感，代表着速度、力量和胜利。
它强调了耐克作为运动品牌的优势和动态性，与其“Just Do It”（只管去做）的品牌口号相呼应。
3. 星巴克（Starbucks）：星巴克的标志是一只具有双尾巴的海上女神图案。
这个标志的设计灵感来自于希腊神话中的女神，象征着财富、独立和冒险精神。
它传达了星巴克作为咖啡行业的领导者，并与其提供的高质量咖啡和独特的咖啡文化相契合。
4. 麦当劳（McDonald's）：麦当劳的标志是一个黄色的大拱门。
这个标志简洁明了，容易被识别。
它代表了麦当劳作为全球连锁餐厅的身份，并与其快速服务和友好的品牌形象相一致。
这个标志的设计还有一个重要的目的，就是引起人们的食欲和渴望。
这些知名品牌的标志设计都追求简洁、易识别和富有个性。
它们通过独特的形象和符号传达品牌的核心理念和价值观。
成功的标志设计不仅可以帮助品牌在市场上脱颖而出，还可以建立品牌的声誉和认可度，为品牌的成功奠定基础。
starbucks星巴克英文简介
Starbucks Company ProfileAugust 2012The Starbucks StoryOur story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market.Today, we are privileged to connect with millions of customers every day with exceptional products and nearly 18,000 retail stores in 60 countries.FolkloreStarbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by the sea – featuring a twin‐tailed siren from Greek mythology.Starbucks MissionOur mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.Our CoffeeWe’ve always believed in serving the best coffee possible. It's our goal for all of our coffee to be grown under the highest standards of quality, using ethical sourcing practices. Our coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select the highest quality beans. And our master roasters bring out the balance and rich flavor of the beans through the signature Starbucks Roast.Our StoresOur stores are a neighborhood gathering place for meeting friends and family. Our customers enjoy quality service, an inviting atmosphere and an exceptional cup of coffee.Total stores: 17,651* (as of July 1, 2012)Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile, China,Costa Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El Salvador, England, Finland, France,Germany, Greece, Guatemala, Hong Kong/Macau, Hungary, Indonesia, Ireland, Japan, Jordan, Kuwait,Lebanon, Malaysia, Mexico, Morocco, New Zealand, Netherlands, Northern Ireland, Oman, Peru,Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea,Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United States and Wales.Our PartnersWe offer the finest coffees in the world, grown, prepared and served by the finest people. Our employees, who we call partners, are at the heart of the Starbucks Experience.We believe in treating our partners with respect and dignity. We are proud to offer two landmark programs for our partners: comprehensive health coverage for eligible full‐ and part‐time partners and equity in the company through Bean Stock.* Includes Starbucks Coffee, Seattle’s Best Coffee and Evolution Fresh locations.Starbucks Company ProfileOur ProductsStarbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go. Coffee: More than 30 blends and single‐origin premium coffees.Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non‐coffee blended beverages, smoothies and Tazo® teas.Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gifts. Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.Consumer Products•Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Ready Brew, Starbucks® K‐Cup® portion packs, Tazo® tea filterbags and tea latte concentrates.•Ready‐to‐Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Discoveries® chilled cup coffees, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy+Coffee drinks; Seattle’s Best Coffee® Iced Lattes, Starbucks Refreshers™ beverages, Tazo® bottled iced and juiced teas.•Starbucks® Ice Cream: Super‐premium coffee and coffee‐free flavors.Brand PortfolioStarbucks Coffee, Seattle’s Best Coffee, Tazo Tea, Evolution Fresh, La Boulange and Torrefazione Italia Coffee.Investor Information•Starbucks went public on June 26, 1992 at a price of $17 per share (or $0.53 per share, adjusted for subsequent stock splits) and closed trading that first day at $21.50 per share.•Starbucks was incorporated under the laws of the State of Washington, in Olympia, Washington, on Nov. 4, 1985. •Starbucks Corporation's common stock is listed on NASDAQ, under the trading symbol SBUX.Being a Responsible CompanyAt Starbucks, we have always believed in the importance of building a great, enduring company that strikes a balance between profitability and a social conscience.Ethical Sourcing: We take a holistic approach to ethically sourcing the highest quality coffee. This includes responsible purchasing practices, supporting farmer loans and forest conservation programs. When we buy coffee this way, it helps foster a better future for farmers and a more stable climate for the planet. It also helps create a long‐term supply of the high‐quality beans we’ve been carefully blending, roasting and packing fresh for more than 40 years.Environmental Stewardship: We share our customers' commitment to the environment. And we believe in the importance of caring for our planet and encouraging others to do the same. It is our goal that by 2015, 100% of our cups will be reusable or recyclable. We will also work to significantly reduce our environmental footprint through energy and water conservation, recycling and green construction.Community Involvement: From the neighborhoods where our stores are located to the ones where our coffee is grown – we believe in fostering thriving communities. Bringing people together, inspiring change and making a difference in people’s lives – it’s all part of being a good neighbor. By 2015, we hope to contribute one million volunteer hours each year to our communities.Website© 2012 STARBUCKS COFFEE COMPANY. ALL RIGHTS RESERVED.。
Starbucks星巴克英文介绍PPT53011
20192/512/9
• Caffe Mocha with extra rich, full-bodied espresso. • 让摩卡多一份浓缩咖啡，更添浓厚馥郁。
20192/612/9
• Expertly steamed milk poured over ristretto shots of expresso and finished with a Starbucks signature dot.
• This is the very essence of coffee, in its most concentrated form.
• 这是咖啡的精粹，以浓缩的方式显现。星巴克浓缩咖 啡带点焦糖味道，浓厚馥郁。
20191/912/9
• Despite the name, this is actually a European way to enjoy coffee: espresso with hot water.
market, NASDAQ.
2019/912/9
如果巴西下雨就买星巴克股票
巴西下雨
咖啡豆丰 收
咖啡豆价 格下跌
星巴克成 本降低
星巴克利 润增加
股价上扬
2019/12/9
10
Starbucks has 23,132 subbranches(分店) in
over 63 countries.
20191/112/9
• 榛果风味的芬芳弥漫于拿铁的醇香，温暖美好。
20192/412/9
• Delicious Starbucks mocha chocolate, espresso, steamed milk and whipped cream.
星巴克英文介绍
NO.3 marketing strategy
To take a flexible investment and cooperation mode based on different market conditions around the world
The third one is that Starbucks provides favorable wages and benefits,their partners also can be treated like them.
Fourthly,the high quality is the most key strong point in the competition. Starbucks coffee orgians from Guatemala which produces authentic coffee.
THANKS
Welcome to
When you feel e to starbuck ,it can make you relax and happy
NO.5 advantage
Starbucks as the biggest coffee branch all over the world in the coffee market is becoming the morden coffee symbolized trademark.There are many advantages in starbucks when it completes with its counterparts.
星巴克 英文介绍
COFFEE STARBUCKS American cultureCOFFEEHistory in the 15th century.Arabia‘s Yemen :only source. The demand was very high, beans highly guarded.No fertile plants were allowed to leave the country. Muslim pilgrims（朝圣者）toMecca smuggled coffeeplants back to theirhomelands, and coffee cropssoon took root in India.Coffee also made its way toEurope through Venice, wherefleets traded perfumes, teas,dyes and fabrics with Arabicmerchants.Be popular when street vendorsbegan selling it.Green coffee beans are heated in a large rotating drum, then their transformation begins.After about 5 to 7 minutes, much of their moisture evaporates. The beans turn a yellow color and smell a little like popcorn. After about 8 minutes in the roaster, the "first pop" occurs. The beans double in size. They are now light brown.After 10-11 minutes, the beans reach an even brown color, and oil starts to appear on the surface of the bean.At this roasting time (between 11 and 15 minutes), the full flavor potential begins to develop in the beans, bringing all of their attributes into balance.The "second pop" signals that the coffee is almost ready. The smell of freshly roasted coffee fills the air.Baked Coffee BeansStarbucks Corporation, doing businessas Starbucks Coffee, is anAmerican coffee companyand coffeehouse chain based in Seattle,Washington.Founded in 1971, Starbucks is now thelargest coffeehouse company in the world, with 22,766stores in 65 countries and territories。
星巴克logo英文介绍
• 而半鱼半女人的才被 称为Mermaid.也就是 常说的美人鱼
• 我们姑且就认为星巴克的 标志.是人鱼（Mermaid） 吧
• Only STARBUCKS the word mark was registered on（注 册 ）November 18, 1986.
1987-1992
• This is the version of the greatest advances .
We are at your service
1992-2011
Now, Seattle, Pike's Place, Market, Starbucks, retain the original version of the logo.
2011-now
The Change Of Starbucks Logo
Starbucks target
• open 25000 stores in the world, like McDonald's
经典咖啡系列classics coffee series
Cappuccino 卡布奇ffè Latte 拿铁
冷饮系列cooler series
Caramel Macchiato 焦糖玛奇朵
STARBUCKS COFFE
首先说说店名吧，
星巴克(Starbucks)1971年创立于美国。
而它的命名来自小说《白鯨记》 其中有位大副就叫Starbuck
• Starbucks was founded in 1971 in 這個名字讓人联想到海上冒險故事 the United States
他很酷也很愛喝咖啡
焦糖咖啡星冰乐 caramel frappuccino
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• Its name comes from a novel The white whale
• Starbucks logo is full of mystery,first time on March 29, it is 1971 years.
1971-1987
• 我后来找到了一幅16 世纪木雕（版画）图 案
• 纹样是斯堪的纳维亚 的双尾海妖
I found a16th century painting
• So what’s it？
And it has been having two opinions
但是在我翻阅无 数书籍终于 在
一篇重要文章
How the Starbucks Siren Became Less Naughty
STARBUCKS COFFE
首先说说店名吧，
星巴克(Starbucks)1971年创立于美国。
而它的命名来自小说《白鯨记》
其中有位大副就叫Starbuck
他很酷也很愛喝咖啡
• Starbucks was
這個名字讓人联想到海上冒險故事 founded in 1971 in the United States
Spinach & Feta Breakfast Wrap 菠菜奶酪早餐包
• More than 12,000 stores in over 50 countries
• Mainly lie in North America , Latin America, Middle East and the Pacific Region.
拿铁Chai Tea Latte
香草拿铁 Vanilla Rooibos Tea Latte
星冰乐 frappuccino
焦糖咖啡星冰乐 caramel frappuccino
可可碎片星冰乐double chocolaty chip frappuccino
Chocolate Crème Whoopie Pie巧克力冰派 Blueberry Scone蓝莓烤饼
Caffè Latte 拿铁
冷饮系列cooler series
Caramel Macchiato 焦糖玛奇朵
摩卡咖啡mocha coffee
拿铁咖啡coffee latte
美式咖啡Café Americano
Earl Grey Brewed Tea 伯爵红茶
Calm Brewed Tea提神茶
The Change Of Starbucks Logo
Starbucks target
• open 25000 stores in the world, like McDonald's
经典咖啡系列classics coffee series
Cappuccino 卡布奇诺
CaffèAmericano 美式咖啡
1986.
• This is the version of the greatest advances .
1992-2011
2011-now
Now, Seattle, Pike's Place, Market, Starbucks, retain the original version of the logo.
找到了关于塞壬 （Sirens）的解释。它 是指半兽半女人的妖怪 包括半鱼半女人和鸟人
• 而半鱼半女人的才被 称为Mermaid.也就是 常说的美人鱼
• 我们姑且就认为星巴克的 标志.是人鱼（Mermaid） 吧
1987-1992
• Only STARBUCKS
the word mark was registered on（注 册 ）November 18,
In the future:
1.As always, good service.
2. Compete with Nestle to expand market share in Europe.
We are at your service