Assignment 6

Starbucks Logo Design and culture.


“Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. There was something about her – a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began.” Posted by Steve M., senior writer

The name Starbucks came from The novel Moby Dick, has the name from Captain Starbuck

This first video discusses the beginning of Starbucks and how their empire grew.

As Starbucks grew their empire began to shake, Howard Schultz had to turn the company around. This video mentions his book Onward and how Starbucks got back to its ore concepts.



This is one of Starbucks mission statements.


With our partners, our coffee and our customers at our core, we live these values:

  •       Creating a culture of warmth and belonging, where everyone is welcome.
  •       Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
  •       Being present, connecting with transparency, dignity and respect.
  •       Delivering our very best in all we do, holding ourselves accountable for results.

We are performance driven, through the lens of humanity.


There are many peoples perception of Starbucks has a bit negative bias to the coffee conglomerate. Here is another video of how some people view Starbucks. (Profanity in this video)

Oh! And of corse the red cup controversy


Even more recent events Starbucks is changing their rewards program from a star earned from one transaction to two stars for every dollar spent, costing more to earn rewards.

Starbucks is always changing, always looking for more opportunity to grow as a business and for their partners.


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