终于公开了！来看星巴克的VI（完整版）
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近日，星巴克首次在网站上公开了【视觉识别系统】，从中可以看到星巴克对于LOGO、颜色、字体与影像等的使用准则。
对于星巴克首度公开内部的视觉设计，创意总监 Ben Nelson 表示，希望将团队的创作过程透明化，将成果分享给大家，也希望大家可以获得更多灵感和启发。
而以公共网站的方式呈现是受到了其他品牌的影响，像Uber和Netflix这样的品牌采取类似的方法，通过公共网站展示品牌标识。这些网站可以作为公司或合作伙伴中的任何人都可以访问全球的工具，以便快速检查。
大家有兴趣也可以登录：https://creative.starbucks.com/
在公布的VI系统中，星巴克是以创意表达所有传播语言和设计全部功能，以及每件作品的规模位置取决于客户接触点为理论。
理论
强调三点：
1. 视觉识别的诉求：功能性 VS 感染力
2. 善用颜色为品牌创造记忆点
3. 字体的易读性最重要，华丽次之
LOGO
品牌色彩：
相关色系：
表现
案例：
字体
SODO SANS：
LANDER：
TRADE GOTHIC LT：
摄影
产品图：
1.WHERE WE USE IT：
MENUS
DIGITAL COMMUNICATION
PROMOTIONAL SIGNAGE
DIGITAL COMMUNICATION
ADVERTISING
SOCIAL
Glassware
Glassware shouldn’t be distracting. We use consistent forms: a pint glass for most cold beverages and a modern glass mug for hot beverages.
Iced teas, Starbucks Refreshers iced beverages and other non-coffee cold drinks can be shown in a tall, narrower glass.
Shadows
Use graphic shadows to add interest to compositions.
Styling
Shots should convey a handcrafted quality with a refined / clean / graphic composition.
Highlight crafted details like dustings of cinnamon and dark crema moving through foam.
Whip should be styled in a way that is less decadent and dessertlike, more handcrafted. Shots and composition should highlight ingredients wherever possible.
Food should have a human-centric quality, styled with slight imperfections that amp up realism and appetite appeal. However, we stay away from showing bites, crumbs, loose ingredients and packaging.
2.WHERE WE USE IT:
PARTNER STORIES
BARISTA CRAFT
BRAND STORIES
FARMER STORIES
SOCIAL IMPACT STORIES
PUBLIC AFFAIRS USE
SOCIAL
Studio
Studio photography should feel artful, editorial and intentional. Any props and styling should complement the focal point, not overshadow it. Soft, directional and warm light creates a real, craveable and elevated moment.
Environmental
Whether it’s via a friendly face, an aspirational moment or a snippet of a scene that leaves you wanting more, environmental photography should connect with our audience. This is attainable cool—it looks like it could be you.
品牌库图：
插图
实际应用
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