Partner Brand Style Guide

PARTNER BRAN D STYLE GUID E
J U LY 2 0 2 0
© 2020 Starbucks Coffee Company. Rev. 07/2020

Contents
3 Welcome
4 Process & Resources
5 Color
5 Brand palette
6 Customized palettes
7 Tints and gradients
8 Typography
8 SoDo Sans
9 Lander
10 Pike
11 Type Hierarchy
12 Type Guidelines
13 Graphics & Illustrations

13 Illustration Style
14 Patterns
15 Iconography
16 Photography
16 Style
17 Mood Board
18 Video
19 Other Photo & Video

Standards
19 Partner Dress Code
20 Voice & Tone
21 Accessibility
© 2020 Starbucks Coffee Company. Rev. 07/2020 2

Welcome
Welcome to the Partner
Brand Style Guide. The goal of
this document is to provide
guidance and best practices
to express the Starbucks®
Partner Brand across all forms
of communications to partners.
Whether designing printed
materials for retail operations,
social media posts for partners
on Facebook and Instagram,
video messages for posting to
Workplace, or digital interfaces
for partner apps, we strive to
speak to our partners with one
voice.
To that end, we have

developed these guidelines
to create consistency
and alignment with the
Starbucks Creative Expression.
This style guide is intended
to be a broad overview,
with some pointers to more
specific resources. Although
the standards described here
are informed by the customer-
facing Starbucks brand, we have
intentionally left some leeway
to encourage flexibility and
innovation.

Process & Resources
Where do I find I created new assets. I need help creating Other style guides
existing assets? Now what? new assets. Where Visit the Partner Brand page
Start by consulting with the team Depending on the team, the do I go? on Partner Hub for links to the
following:
you are working with to find out medium and the channel, the
Start by consulting with the
if there are any templates for the review process may vary. • Starbucks Creative Expression
team you are working with
materials you are creating.
Members of the cross-functional to find out if there are any
• Starbucks Core Elements
The Dot is Starbucks enterprise partner brand team can provide templates for the materials
Toolkit
digital asset management guidance if needed to ensure you are creating.
solution, focused on file-sharing that materials are on brand. See examples of more function-
For more details on what teams
and storage. You can find specific style guides here:
Contact partnerbrand@ provide which services, visit
campaign creative assets and
product imagery on The Dot, starbucks.com to find out the Partner Brand page on • Ops Excellence Style Guide
who to connect with about Partner Hub.
which are organized into different • Partner Digital UI Kit
groups and permissions for: your project.
• Green Thread Brand Guide
• Creative
and Toolkit (Partner Journey
• Global Talent
materials from PRO)
• Licensed Stores
(in progress)
• International Marketing
(by Region)
• Public Affairs
• Various Creative Agencies
• Public Library (general access)
TTo get access to The Dot, submit
a request via ServiceNow. Visit
The Dot SharePoint page for more
information, including training
and user guides. Questions? Email
[email protected].

Color
Brand palette
The core Starbucks palette is a family of greens STARBUCKS HOUSE LIGHT BLACK
and neutrals, chosen to support and amplify the GREEN GREEN GREEN
iconic green of our logo. More complete color
direction can be found in the Core Elements
Toolkit, available on the Partner Brand page on
Partner Hub.
PMS 3425 c PMS 560 c PMS 9521 c PMS black
• In addition, seasonal colors will be used across CMYK 100 0 85 42 CMYK 89 48 73 64 CMYK 15 0 14 0 CMYK 76 76 82 63
RGB 0 98 65 RGB 30 57 50 RGB 213 233 226 RGB 0 0 0
channels and product that are informed
HEX 006241 HEX 1e3932 HEX d4e9e2 HEX 000000
by trend. Refer to the Starbucks Creative
Expression document for more information.
• For a complete reference including additional WHITE WARM COOL ACCENT

color specifications for print and online NEUTRAL NEUTRAL GREEN
applications, refer to the Core Elements Toolkit
as well as the Creative Expression site.
Text colors
PMS white PMS 9080 c PMS 9062 c PMS 3415 C
• Body copy should be set in black or gray that is CMYK 0 0 0 0 CMYK 2 4 5 2 CMYK 3 0 3 1 CMYK 96 0 88 37
at least 60% black RGB 255 255 255 RGB 242 240 235 RGB 249 249 249 RGB 0 117 74
HEX ffffff HEX f2f0eB HEX f9f9f9 HEX 00754a
• Links are set as Starbucks Green (ex: Partner Hub)

Color
Customized palettes
These examples of alternate EXAMPLES
palettes reference the Starbucks
Ops Excellence color palette Partner Digital UI
brand palette and colors a for SM Approach
b color palette
used by the Creative Studio in
promotional campaigns. They Staffing &
Scheduling
stay consistent with the brand 204 87 53
attributes: neutral tones, jewel
tones used sparingly, and earth Sales &
Apron Green Dark Apron
Inventory
tones reflecting coffee plants 159 29 20
#00a862 Green
#008046
and beans.
Teaching &
• For complete color palettes, Training
see the Ops Excellence Style 235 173 59
Guide and the Partner Digital

Ops Standards &
UI Kit Continuous Improvement
Seattle Grey Overcast
#666666 #bdbdbd
55 84 32
Business Analysis &

Problem Solving
87 127 132
Prioritizing & Partiallly Ceramic

Planning Cloudy #edebe9
18 31 38 #e0e0e0
Culture & Effective

Communication
61 140 133
Coaching for Performance Color swatches are shown with RGB

& Development
values for screen use (e.g., PowerPoint)
33 63 74
and hex values for web design.

Color
Tints and gradients

As a general rule, we use color EXAMPLES
in solid blocks, with a flat look
rather than contoured. Here Ops Excellence color palette Learning-Owning-Advising graphic from
are some ideas to create a with tints for Steps to Excellence Ops Excellence Field Guide
colorful impression while
keeping the approach.
B S
• Use tints to provide contrast
without additional colors
• The use of gradients should

be limited depending on
the design. Use solid shades
of colors to differentiate
as necessary
• Drop shadows may be

used sparingly and should Partner Benefits Infographic uses tints of Starbucks greens and gray
be subtle

Typography
Starbucks fonts
Starbucks has developed ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Black
SoDo Sans Black Italic
proprietary fonts, SoDo , Lander abcdefghijklmnopqrstuvwxyz012345
and Pike, for use in all partner- ABCDEFGHIJKLMNOPQRSTUVWXYZ
and customer-facing materials. abcdefghijklmnopqrstuvwxyz012345
Refer to the Core Elements
Toolkit for examples of common ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Bold
SoDo Sans Bold Italic
applications for all fonts. abcdefghijklmnopqrstuvwxyz012345
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Partners may download abcdefghijklmnopqrstuvwxyz012345
the fonts here. There are
no additional licensing ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Semibold
SoDo Sans Semibold Italic
requirements and these fonts abcdefghijklmnopqrstuvwxyz012345
may be shared with vendors for ABCDEFGHIJKLMNOPQRSTUVWXYZ
use in Starbucks materials.
abcdefghijklmnopqrstuvwxyz012345
SoDo Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Regular
SoDo Sans Italic
SoDo is our most versatile abcdefghijklmnopqrstuvwxyz012345
typeface and is suggested for ABCDEFGHIJKLMNOPQRSTUVWXYZ
body copy, abcdefghijklmnopqrstuvwxyz012345
ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Light

SoDo Sans Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Thin
SoDo Sans Thin Italic

Typography
Lander
Lander is our serif typeface and ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Black
Lander Serif Black Italic
may be used for more expressive abcdefghijklmnopqrstuvwxyz012345
moments. ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Bold

Lander Serif Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif SemiBold

Lander Serif SemiBold Italic
Lander Serif Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Italic
Lander Serif Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Light

Lander Serif Light Italic

Typography
Pike
Pike is our more impactful Pike Bold
typeface, and its condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ
appearance lends itself well
to functional headlines and
wayfinding. Pike Regular
It is also useful wherever a

condensed font is used due to abcdefghijklmnopqrstuvwxyz012345
space constraints.
Pike Light

Typography
Type Hierarchy
In the interest of making our SUGGESTED STYLES
partner-facing materials easy to
read and the information clear
Headline
SoDo Sans Bold
and concise, typography should
be legible and the hierarchy
well-organized. SoDo Sans SemiBold
Headline
• Digital: Refer to the full
SoDo Sans Bold, all caps
Typography style guide in the 0.2 em tracking
SUBHEAD
Partner Digital UI Kit
• Refer to the Accessibility page

SoDo Sans SemiBold or Bold
Subhead
for further information
SoDo Sans Regular or Light Body Style
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.

Typography
Type Guidelines
Suggested weights Line lengths EXAMPLES
• Use SoDo Sans SemiBold or Long lines of type are difficult to The Period Planning Guide uses
Bold for headers (avoid Black), read and scan. clear type hierarchy and shaded
Period boxes for callouts to organize a
and for emphasis within
Planning Guide lot of information on one page
body copy that is set in • Keep column widths to Winter
Regular or Light. 40-70 characters per line January 7 - March 2
Key Dates
12/2: Winter PPK posts
• Do not set text to span entire

12/9 - 1/5: Winter PPVs
1/7: Winter launch
1/27: Spring PPK posts
Font size 2/3 - 3/1: Spring PPVs
page in landscape format

3/3: Spring launch
• Subheads should be
U.S. — Company Operated
November 13, 2019 8:54 AM © Starbucks Coffee Company. All rights reserved. For internal use only | US - CO
Focus Inside the PPG
approximately 2/3 size

Your part in transforming the organization from where we are today to where we want to be.
DM SM
Intent
Captures program updates, promotional
of headlines
priorities and key information for a period so
leaders can prioritize and plan.
Prioritizing & Planning for Success
• Steps to Excellence - Prioritizing & Planning can be used to
understand how to create an effective plan, enabling you to reach
your goals
• Use the Ops Excellence Field Guide to better understand your role,
• Leading should be at least

the roles of partners on your team and how to leverage the tools
available to you
2 pt above type size (Auto Contents

Information and updates on how you create an environment to enable teamwork that consistently ensures
setting or higher)
operational excellence and builds partner capability to create best moments for our customers.
Ops Standards &

Teaching & Training Sales & Inventory
Continuous Improvement
• Safety & Preparedness Training • IMS uplift • Dress code refresh

• Winter Training • Batch Guidance app
• Winter Third Place Discussions • New napkins and dispensers
• Safety & Security Training • After Holiday inventory updates
Tracking Coaching for Performance Culture & Effective
Prioritizing & Planning
• Steps to Excellence - Prioritizing & Planning

& Development
• Salary Performance & Development

Prioritizing & Planning for Success
Communication
• Ops Excellence Field Guide Conversations
• Depending on font used,

As a leader, prioritizing and planning is critical to achieving your personal and store goals. What you prioritize
and the plans you build will differ depending on your leadership style, the support your partners need and the
goals you are working towards. However you plan to achieve your goals, the Ops Excellence suite of tools is
available to help! The tools will not build your plans for you but will help inform your plans and guide you to make
adjustments to adapt to the unexpected.
body copy may be set at -10

Steps to Excellence
Steps to Excellence - Prioritizing & Planning is now available! This installment of Steps to Excellence is the first of
the leadership dimensions. Here, you will find ways to help you prioritize and plan in order to own and grow your
business.
throughout. When fitting Although the activity you and your leader prioritize and plan may be a little different, the principles of how you
prioritize and plan are the same. Because they apply similarly, this dimension is not broken down by role and will
not have a Guide to Coaching. Generate Insights questions are provided at the top of each step, allowing leaders
and coaches to ask questions, assessing capability within the dimension. All leaders need to prioritize and plan;
copy, do not condense

Steps to Excellence are here to help at any point along your Starbucks journey.
Ops Excellence Field Guide

While Steps to Excellence can help you understand how to approach your work, the Ops Excellence Field Guide
beyond -25
contextualizes how to achieve results and help others succeed through the lens of Our Mission & Values. This
resource also breaks down the systems that support excellence, to better understand your role, the roles of
partners on your team and how to leverage the tools available to you.
An updated version of the Ops Excellence Field Guide will arrive in your store by 1/13 and will be available to
order in IMS by Spring launch. You can view the digital version on the Ops Excellence page on Partner Hub now!
Within this update, changes you will find are:
• Content from the sessions you attended at LE19 including the Partner Journey
• For headers, expanded

• Additional clarity on Planning with Intent and supporting tools
• Adjustments in formatting to improve content clarity
• Physical changes to improve usability based on your feedback
Spend time re-familiarizing yourself with this resource. Look to the Ops Excellence Field Guide for help asking
tracking may range from

the right questions, finding the right tool or resource and clarifying key components of your work. In conjunction
with Steps to Excellence, the Ops Excellence Field Guide creates a solid foundation for you to reimagine what’s
possible for your store, your customers and yourself.
50-150. Use less tracking on 3
longer headers for readability

Graphics & Illustrations
Illustration Style
Creating a consistent style of EXAMPLES
illustration helps us speak to Posters for “Hometown” Starbucks partnership events Illustrations for “To Be Human” feature on
partners with a single voice. Starbucks Stories (stories.starbucks.com)
A looser, hand-drawn style is
And to
S TA R B U C K S + K E X P
expressive and straightforward.

I N PA R T N E R S H I P W I T H F R I E N D S O F WAT E R F R O N T S E AT T L E
PRESENT
A WAT E R F R O N T
CONCERT BENEFITING
all a
LO C A L U N S H E LT E R E D
FA M I L I E S
Best Practices
good
F E AT U R I N G
From the Creative Studio’s

Creative Expression Guide:
“We frequently rely on a limited H E L P B R I N G U N S H E LT E R E D FA M I L I E S I N S I D E .

Over the last three years, Mary’s Place has moved over 1,400 local unsheltered families into warm, stable homes
and provided emergency shelter to hundreds more. Support for their No Child Sleeps Outside campaign from The
Starbucks Foundation and the community helps make it all possible. This year we have two ways to give to Mary’s
color palette for illustrations,

Place—buy tickets to Starbucks Night of Giving at Enchant on Dec. 9, or donate directly to No Child Sleeps Outside
any time. Help reach this year’s $2 million goal by Dec. 31 and bring even more of our neighbors inside, for good.
which conveys a sophisticated

look and feel. Pops of accent
D E C . 9 , 2 0 1 9 | T- M O B I L E PA R K
Join Starbucks for our Night of Giving at the
W o r l d ' s L a r g e s t C h r i s t m a s L i g h t M a ze a n d
M a r k e t . P ro c e e d s g o d i re c t l y t o M a r y ' s P l a c e . SATURDAY, SEPT. 14
MY R T L E E DWA R D S PA R K | 4 PM | $
15 plus
colors help draw attention to the

BUY TICKETS D O N AT E TO D AY fees
enchantchristmas.com/starbucks starbucks.nochildsleepsoutside.org
T I C K E T S AT K E X P. O R G/ S E A C H A N G E R
PURCHASE PRICE BENEFITS
The Starbucks Foundation will donate $250,000 and Enchant will donate net
t i c k e t re v e n u e ( t o t a l s a l e s m i n u s s t a f f i n g c o s t s ) a n d a l l s k a t e re n t a l re v e n u e .
important elements... Seasonal

© 2 0 1 9 S t a r b u c k s C o f f e e C o m p a n y . A l l r i g h t s re s e r v e d .
style guides should be used

when determining color palettes Illustrations provided in Starbucks Brand PowerPoint Template Green Thread assets
for specific projects. Green does
not need to be featured in every
illustration, but its presence
in the environment should be
considered.”

Graphics & Illustrations
Patterns
The brand and origin patterns EXAMPLES
RETIRED A S SETS
from previous brand books
have been retired, including Patterns developed for Leadership Experience 2019 Discontinued patterns
We are retiring the supergraphic crops of the Siren logo, along with the brand and origin patterns from previous brand books.
the “leaves” motif. Please

discontinue.
When creating patterns, follow

guidelines regarding illustrations.
What’s
Emily’s
Bert’s
possible
MY STORY
forStore
my store
6345
Story
11 | S TA R B U C K S C R E AT I V E E X P R E S S I O N - C O R E E L E M E N T S TO O L K I T: LO G O
“When you’re surrounded by

people who share a passionate
commitment to a common
purpose, anything is possible.”
HOWARD SCHULTZ

Iconography
Icon Style Guidelines

• When creating new icons, it EXAMPLES
is important to maintain a
Store Role icons Ops Station icons Food Cards
similar style to the existing set a a a
• Icons can be reversed over DO N O T

A LWAY S CO
MMEND
PO
N R E QU
an image or field of color,
ED
B S
ES
RE
W W W W
U
SM
T
or have color applied to them
as shown
DM RD RVP
b Weekly Update b Clean, Safe & Ready b Food Cards

Ops Station Cards
S SM September 30 – October 6 WEEKLY UPDATE | PLAY

CALLER
CHECK IN
Butter Croissant
Sales &
Inventory Play Caller:
As you begin your shift, check the following items below.
Red Reusable Cup Quantities Introducing an In-Store Digital News Offering
As you will see in the Holiday PPG that posted on Partner Hub today, red
If there are gaps to standard take the appropriate action.
It has been our vision that Starbucks remains a unique and sought out FOOD Classic croissant made with real butter
reusable cups will be autoshipped to your store to support this year’s destination complemented by elevated digital relationships with our of pests CASE
Holiday Red Reusable Cup Giveaway. Cup quantities will vary by store and
Signs
customers. With that in mind, we are exploring new ways to bring news 11am–2pm to create a golden, crunchy top and soft,
Check for pest activity including:
and content digitally to our stores.
have been adjusted dramatically from last year. Every store will receive a
minimum of 100 cups. ƾ Rodents flaky layers inside.
Beginning Oct. 1, customers will be able to enjoy digital subscription access
ƾ Cockroaches
to The Wall Street Journal, USA Today, Chicago Tribune, The Seattle Times,
Specific autoship quantities and arrival dates of red reusable cups for your
store will be available in IMS on Sept. 27. Check for incoming quantities and The Baltimore Sun, Orlando Sentinel and New York Daily News while using
ƾ Flies
prepare space for inventory as needed. our complimentary in-store Wi-Fi! Customer Support
“News Now Available” will be communicated to customers on the Temperature
landing control
page when they connect to in-store Wi-Fi. This offer will be available
ƾ Food
CHECK
forand ingredients are received, stored and
MOBILE
a limited time as we continue to enhance our program based on learnings
thawed at the proper temperature ORDER & PAY
and customer feedback. 11am–2pm
Incorrect Information on Quick Reference Guide - How to Date DO: Print and post the News Now Available Cross contamination READY
Code Fresh and Frozen Products board or place it in a Counter Sign Holder (shown below) to display on your are stored below and away from food
ƾ Chemicals
We discovered a mistake on the How to Date Code Fresh and Frozen condiment bar. ƾ In-use towels are stored in sanitizer at proper
Products Quick Reference Guide, which directed you to discard Cake Pops
and Seasonal Sugar Cookies the same day they are opened. If a customer has questions or comments, please direct them to ourconcentration Customer Support
CLEAN
Customer Contact Center at 1-800-STARBUC or 1-800-782-7282. Media
The correct direction for items with a multi-day shelf life has been updated inquiries should be directed to the Starbucks Media Relations Hotline at 1 CHECK
Store condition
in the QRG and is as follows: Once the original package has been opened, (206) 318-7100 or [email protected].
items that are multi-day shelf life items will expire that same day with ƾ No backup in floor drains
the exception of Cake Pops and Seasonal Sugar Cookies (they can ƾ Baristas have access to bathrooms READY
be wrapped and sold the next day). All other bakery items need to be ƾ Hot water is available at all sinks
CLEAN
Planted
CHECK
ƾ Food is within code date
Planted
READY
Workplace Tip
CHECK
Coffee with a Cop group CLEAN READY

BAG ID WARMING CONTAINS THAW TIME
ƾ To-go
Glass — wipe down, items
remove are available:
crumbs
Confidential. For Starbucks business purposes only. Do not distribute. Destroy prior to discarding.
ƾ Walls ƾ Trays
ALWAY S
ƾ Napkins
ƾ Straws
ƾ Sleeves
ƾ Splash sticks
CT W 3 HRS
ƾ Item availability screen reflects current inventory MILK, EGG,
WHEAT/GLUTEN
CLEAN

Photography
Style
The photography style light if possible. Always work EXAMPLES
is partner-focused and to capture images that do Now Brewing magazine
should convey the Starbucks not look overly-produced. U . S . C O M P A N Y- O P E R A T E D
HOLIDAY NOVEMBER 7, 2019 – JANUARY 6, 2020
NOW
Experience. Our photo style We want imagery to be
evolves and innovates with approachable and engaging.
trends, using subtle details like
lighting, shadow, angle and • Images can be complex and
composition—while creating a layered, but must read easily,
brand-consistent look. with relatable, recognizable
elements. Use depth of
• There should be more field to help clean up busy
emphasis on the people situations.
in the photo rather than
products. Exceptions to • Expressions, little fleeting
this would include learning moments, interactions,
INSIDE
Coffee Leader Journey Making Spirits Bright
tools specific to training personality are key to Read about the history of our
Holiday coffee lineup and the
importance of harvesting.
What’s in Store for Holiday
on a particular product, or capturing emotional imagery.

illustrating coffee craft.
Period Planning Guide
• Subjects should be candid
Sales & Inventory
and genuine, rather than

Batch Guidance app
Starting 12/2, the NEW! Batch Guidance app is available on the iPad and will
replace the current Batch Guidance Tool and Beverage Components Batch
Guidance.
staged. Do not have partners This app compares actual coffee sales to forecasted coffee demand
providing relevant coffee batch size recommendations every 30
minutes. Notifications will appear alerting partners on the iPad
with their backs to the

lock screen. If coffee runs out faster than forecasted, partners can
provide feedback within the app. This helps update the algorithm to
meet future demand.
The Batch Guidance app also contains guidance for beverage
camera where they would components. Have partners check the app before preparing cold
brew, iced coffee, mocha, iced tea, whipped cream, juice and
lemonade. As our beverage platform changes, more components
will be added to support you.
not be turning their backs on Preparation

To set your store up for success, ensure an iPad is located close to the brewer and
partners are accurately ringing beverages. Don't worry about damaging the iPad, it
customers.
is protected to stand up to a store's environment.
There will be information about using this new tool within the Winter Training
Discussion Guide but if your team wants to start using the app right now, you can!
The current batch guidance tools will retire on 1/27.
• Use supplemental lighting •

•
SM SM ACTIVITY
Identify and communicate a location to store the iPad near the brewer
Review store specific direction associated with the Batch Guidance app
and other tools as needed, •

during Winter Training
Direct partners to check the iPad before each brew cycle and before
making beverage components
but always work to capture

authenticity. Use natural 6

Photography
Mood board
Mood Board
July 2019

Video
Production notes Guidelines

Video is becoming an increasingly • A video should do one thing. EXAMPLES
popular format for communicating Keep your message simple Operational videos
with partners, providing instruction and focused on a single topic
as well as a tool for engagement on for a limited audience
social media. Keep the following in
mind when developing video: • Keep voice and tone in
mind when communicating
• What is being conveyed? Is it to partners. Focus on story
instructional or informational? telling rather than scripting
• What is the emotional • Be sure to follow proper logo
component? Is it to engage usage (refer to Core Elements
or inspire? Toolkit)
• Pay attention to the production
values. Is your subject well-lit? • Check with Marcom to make
Can you hear them clearly or is sure your vendor is approved,
there background noise? if using an outside service
Captioning & Translation • Be sure to follow processes

if using store partners in
• Our standard is to have your video (waivers, store
captioning for all videos notification forms, etc.)
• Translated captions are required
for all videos for a Canadian • Please refrain from posting
audience videos on personal sites such
as YouTube

Other Photo & Video Standards
Partner Dress Code

Partners are the face of our brand, • Hats and accents are
CODE
connecting with our customers acceptable with some
every day. Make sure partners are restrictions
following dress code requirements
when they are featured in photo • Hair must be kept tidy, We show up as our authentic selves and create genuine human connections.
brushed and kept back from We are a team of individuals that proudly showcase and wear the green apron by dressing in the approved color palette.
shoots or video.
the face
We positively represent the Starbucks brand by wearing clean, wrinkle-free and hemmed clothing in good repair.
We demonstrate our professional commitment to maintain customer and barista safety by adhering to food safety guidelines.
Some of the guidelines are:

• Nails must be free of polish or This section applies to all components of Dress Code including YES
• Aprons must be laundered, free artificial nail coverings Hair & Face, Apron, Tops, Bottoms and Footwear.
Color palette
of holes, tears and stains. Name

Wrinkle-free and clean
C O LO R PA L E T T E
• One facial piercing allowed;
Practical fit for food service
tags or name embroidery must The color palette was chosen to ensure that our green apron is Personal hygiene
no larger than the size of a the focal point. A small amount of accent color on ties, scarves, Food service safe
be present. tops, socks and shoes is allowed.
dime* NO
• Clothing must be clean, neat and

Holes, tears, see-through or too revealing
• Earrings and ear gauges

Graphics, typography or large logos
in good repair
Gym or workout apparel
Black Gray Navy
Hooded tops
no larger than the size of a Visible undergarments
• Clothing colors must fall within quarter* Perfume or fragranced grooming products
Temporary hair color sprays or glitter
a general color palette that Nail polish or artificial nail coverings*
• For food-safety reasons, no

Brown Khaki White (tops only) Jewelry on hands or forearms, including watches and wristbands
includes black, charcoal, gray, (except one plain ring without stones or etchings**)*
jewelry on hands or forearms *Federal food safety guidelines prohibit this contamination hazard
navy blue, brown, khaki and HEAD TO TOE H EA D TO TO E H EA D TO TO E

(including watches, bracelets
white, with additional colors H A I R & FA C E TOPS
or wristbands), with the
allowed as a small accent • Certain personal hats, including beanies, short-brimmed or baseball • All shirts must cover armpits and mid-section
exception of one ring in the caps, or other types of secured head coverings can be worn
(Starbucks will provide a hat where required)
• May have subdued and muted patterns
• All shirts must cover armpits form of a plain band • Hair must be secured away from the face
(facial hair trimmed) BOTTOMS
and mid-section, and may have • One facial piercing allowed; no larger than the size of a dime** • No higher than 4” above the knee and may not drag on the ground
subdued and muted patterns • For more information, see • Earrings and ear gauges no larger than the size of a quarter**
• Tattoos permitted except on face or throat; nothing obscene,
• All pants, shorts and skirts in a solid color
• Leggings can only be worn under skirts or dresses
Dress Code. profane, racist or sexual in nature
• Bottoms include shorts, skirts APRON

• No distractions to the apron
FOOTWEAR
• Covers the top of the foot with a closed heel and toe
and dresses (no shorter than four • Clothing and accessories beneath the apron • Flat heels
• Leather, faux leather, suede, rubber or similar waterproof material
inches above the knee), in a solid
• Starbucks issued pins securely fastened**
• Socks or hosiery must be worn
color **Not permitted in Quebec

© 2019 Starbucks Coffee Company. All rights reserved. | Company-Operated Have questions? Your manager is available to guide you.

Voice & Tone
How we talk Additional

to partners resources EXAMPLES
We use a friendly, conversational • Starbucks follows the These are words we use. These are words we avoid.
tone in our communications to AP Stylebook for written Support Center Corporate/Headquarters
partners, without being overly communications Partner Employee
casual or flip. Keep the following Opportunity Problem
in mind when writing for • Please refer to the Starbucks Important Critical
partners: Glossary for a guide to
Readiness Operational
Starbucks terminology, Do Execute
• Be clear and concise, without abbreviations and acronyms Plan Strategize
“marketing” to them unless Ensure Do not
it is important for them to
use certain terminology with
This is who we are. This is who we are not.
customers (e.g., “Blonde
espresso is subtly sweet”) Friendly Faceless
Optimistic Pessimistic
• Avoid jargon Clever Snarky
Personal Artificial
• Break instructions down Inspiring Stern
into steps Empathetic Timid
Passionate Stale
• Avoid acronyms and
Proud Arrogant
abbreviations
Relevant Unimportant
• Keep your audience in mind. Meaningful Irrelevant
Leaders present a different Impactful Ineffective
Simple Complex
audience than baristas
Approachable Overbearing
Helpful Disagreeable

Accessibility
Accessibility Standards
Keep accessibility in mind when • White text, black background
designing for print and online. box (or yellow text - RGB EXAMPLES
Contact the Access Alliance for value 248,252,0. Hex string
more information. #F8FC00)
Good contrast Poor contrast
Readability • Verbatim dialogue
• Use sufficient contrast to • Maximum 2 lines per caption
ensure legibility. Keep in mind
that some users may be color • Maximum 32 characters
per line Good contrast Poor contrast
blind, so be sure not to use
color as a key differentiator of • On screen for at least two
information. seconds, no caption to
exceed 235 wpm
• Make sure type is large
enough for people with visual • Include speaker identification
impairment
• Sound effects/music
Video captioning guidelines description or “no audio”
All videos should have Check your work by designing (and/or printing) in
captioning added. Please follow grayscale. You can also use a Color Contrast Calculator to
these specifications: make choices that provide optimal color contrast.
• Pop-on style
• Centered at bottom of page
• Arial, bold, no italics
• 16 point typically (depends on
viewing platform)

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PARTNER BRAN D STYLE GUID E

© 2020 Starbucks Coffee Company. Rev. 07/2020

4 Process & Resources

13 Graphics & Illustrations

19 Other Photo & Video

20 Voice & Tone

© 2020 Starbucks Coffee Company. Rev. 07/2020 2

To that end, we have

© 2020 Starbucks Coffee Company. Rev. 07/2020 3

© 2020 Starbucks Coffee Company. Rev. 07/2020 4

• For a complete reference including additional WHITE WARM COOL ACCENT

© 2020 Starbucks Coffee Company. Rev. 07/2020 5

Guide and the Partner Digital

Business Analysis &

Prioritizing & Partiallly Ceramic

Culture & Effective

Coaching for Performance Color swatches are shown with RGB

© 2020 Starbucks Coffee Company. Rev. 07/2020 6

Tints and gradients

• The use of gradients should

• Drop shadows may be

© 2020 Starbucks Coffee Company. Rev. 07/2020 7

ABCDEFGHIJKLMNOPQRSTUVWXYZ SoDo Sans Light

© 2020 Starbucks Coffee Company. Rev. 07/2020 8

ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif SemiBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ Lander Serif Light

© 2020 Starbucks Coffee Company. Rev. 07/2020 9

It is also useful wherever a

© 2020 Starbucks Coffee Company. Rev. 07/2020 10

• Refer to the Accessibility page

© 2020 Starbucks Coffee Company. Rev. 07/2020 11

Regular or Light. 40-70 characters per line January 7 - March 2

• Do not set text to span entire

Font size 2/3 - 3/1: Spring PPVs

page in landscape format

approximately 2/3 size

• Leading should be at least

2 pt above type size (Auto Contents

Ops Standards &

• Safety & Preparedness Training • IMS uplift • Dress code refresh

Tracking Coaching for Performance Culture & Effective

• Steps to Excellence - Prioritizing & Planning

• Salary Performance & Development

• Ops Excellence Field Guide Conversations

• Depending on font used,

body copy may be set at -10

copy, do not condense

Ops Excellence Field Guide

• For headers, expanded

tracking may range from

50-150. Use less tracking on 3

longer headers for readability

© 2020 Starbucks Coffee Company. Rev. 07/2020 12

expressive and straightforward.

From the Creative Studio’s

“We frequently rely on a limited H E L P B R I N G U N S H E LT E R E D FA M I L I E S I N S I D E .

color palette for illustrations,

which conveys a sophisticated

colors help draw attention to the

19 Other Photo & Video