Magazine article Marketing

Starbucks Brings in 'Heritage' Logo

Magazine article Marketing

Starbucks Brings in 'Heritage' Logo

Article excerpt

Starbucks is rolling out 'retro' branding across its UK stores as it looks to tap into its origins as a local coffee house.

Last week, the coffee chain opened its first store to feature the branding, on Conduit Street in London's West End.

The logo harks back to the original visual identity used by Starbucks when the business was founded in 1971, which features a twin-tailed mermaid inside a brown medallion.

The concept store also features unique pieces of furniture from antique markets around Europe, including a Turkish coffee table and metal table made from a disused tank.

'From now on, Starbucks stores will adopt a local design approach,' said Tim Pfeiffer, senior vice-president of global design and development for the coffee chain. 'There will never be a store that contains every one of the same elements.' He added that the store designed was intended to surprise customers.

The local concept will be rolled out in more than 100 UK stores by the end of 2010. …

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