Corporate Identity
Starbucks (1971)
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PENGANTAR ners: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired by cofee roasting entrepreneur Alfred Peet, whom they knew personally, to sell high-quality cofee beans and equipment.
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Kevin Knox, who was in charge of cofee quality at Starbucks from 1987 to 1993, re-called on his blog in 2010 how George How-ell, cofee veteran and founder of the Cup of Excellence, had been appalled at the dark roasted beans that Starbucks was selling in 1990.
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In 2006, Valerie O‘Neil, a Starbucks spo-keswoman, said that the logo is an image of a „twin-tailed mermaid, or siren as she‘s known in Greek mythology“.
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Lidwell, William, Kritina Holden, Jill Butler. 2003. Universal Principles of Design.
Massa-chusetts: Rockport. ISBN No. 1-59253-007-9. Lawson, Bryan. 2005. How Designers Think.
Burlington: Architectural Press. ISBN No. 978-0-7506-6077-8.
Berman, David B. 2009. Do Good Design: How Design Can Change Our World.
Cali-fornia: Pearson Education. ISBN No. 978-0-3215-7320-9.
