Branded Display Merchandising & Logo Updates

Starbucks introduced the "We Proudly Serve" logo in 2011.

We officially retired the We Proudly Brew logo in 2015.

To ensure you are delivering the right brand experience to your customers, Starbucks and Seattle's Best Coffee have updated all branded display merchandising collateral.

Effective immediately, only the new "We Proudly Serve" logo should be displayed in your Starbucks locations. This includes both marketing provided by Starbucks and marketing your location has produced.

As your location receives new marketing, remove and recycle any out of date marketing that includes the old "We Proudly Brew" logo. Mixing both logo versions at a single venue is not approved.

The following pages will help clarify which pieces of branded display marketing should be disposed of and/or those available to order for your location. If you have any questions please contact your Starbucks or Seattle's Best Representative.

The deadline for all old "We Proudly Brew" logo use to be removed or replaced is December 31, 2016.

Thank youStarbucks Branded Solutions

Branded Solutions

WPS Back Panels (3 panels:70.5”w x 36”h)11046757

WPS Airpot Rack Sign (22”w x 27.5”h)11046758

WPS Medium Blade Sign (18”w x 18”h)11019113WPS Small Blade Sign (12”w x 12”h)11019112Vertical Blade Sign (6.5”w x 33.5”h)11019116

Starbucks® We Proudly ServeMarketing Comparison

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Not Available for Reorder

Back Panel Header Display Unit

3.5 Gal Narrow IcedDispenser

3 Gallon Luxus®

Shuttle

3 Gallon Bunn® Titan™

Shuttle

1.5 Gallon Luxus®

Shuttle

1.5 Gallon Bunn®

Shuttle3 LiterAirpot

11016487110165181101648511015168 1104676011016519

WPS Logo Wall Sign (19”w x 18”h)

Espresso Machine Sign (12.8"w x 5"h)

11046756

11061091

Signage - Continued

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Wraps

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includes an easel OR double stick tape

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House Blend Decal11044988French Roast Decal11044987Veranda Blend® Decal11044999Serena Organic Blend™ Decal11044997Pike Place® Roast Decal11044996Caffè Verona® Decal11044986Café Estima Blend® Decal11044985Breakfast Blend Decal11044981

Hot Water Decal11048729Kopelani Blend® Decal (Hawaii Only)11044993Decaf Veranda Blend® Decal11045011Decaf Serena Organic Blend™ Decal 11044990Decaf Pike Place® Roast Decal11045000Decaf Caffè Verona® Decal11044992Decaf Fair Trade Blend Decal11044991Decaf Breakfast Blend Decal11044989

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Tags & IDs

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Hot Water Banquet ID Chain

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Decaf Starbucks® Coffee Banquet ID Chain

11020192

Starbucks® Coffee Banquet ID Chain

11020191

Hot Water Banquet ID Stand

11019121

Decaf Starbucks® Coffee Banquet ID Stand

11019120

Starbucks® Co�ee Banquet ID Stand

11019119

Decaf Espresso Decal11020262Espresso Decal11020261Hot Water Decal, small11020271Decaf Starbucks® Coffee Decal11020268Starbucks® Coffee Decal11020263

Hot Water Hang Tag11022154Decaf Starbucks® Coffee Hang Tag11022153Starbucks® Co�ee Hang Tag11022151

Coffee Decals

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Tazo®

Marketing Comparison

Marketing

Tazo® Iced Green Tea Decal (3”w x 6”h)11047230Tazo® Iced Tropic Tea Decal (3”w x 6”h)11047229

Tazo® Iced Passion® Decal (3”w x 6”h)11047228Tazo® Iced Black Tea Decal (3”w x 6”h)11047231

3.5 Gal Narrow Tazo® Iced Tea Wrap11046762

*Round dispensers & wraps are discontinued. Contact you Starbucks Representative to upgrade to narrow dispenser.

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Seattle’s Best Co�ee®

Marketing Comparison

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11041988 Back Panels (3 panels:70.5”w x 36”h)

11043098 Airpot Rack Sign (22”w x 27.5”h)

11041991 Logo Wall Sign (22”w x 22”h)includes double stick tape to apply to wall

Coffee DecalsOld / Remove Current

11041975

Signature Blend No. 4 Co�ee Decal11041945Signature Blend No. 3 DECAF Co�ee Decal11043055Signature Blend No. 3 Co�ee Decal11041943Level 2 Co�ee Decal11041942

Hot Water Decal11042194Cinnamon Swirl Co�ee Decal11041976Toasted Hazelnut Co�ee DecalVanilla Fair Trade Co�ee Decal11050098Signature Blend No. 5 Organic FT Decal 11041950

Signature Blend No. 4 Org. FT DECAF Decal11041948Signature Blend No. 4 Org. FT Decal11041947

Signature Blend No. 5 Co�ee Decal11041949

Applying the Guidel inesBecause your relationship with Starbucks is specific to brewing and serving our coffee, it is important that your use of the primary We Proudly Serve logo or wordmark functions to identify the coffee you serve, not your operation’s identity. Starbucks reserves the right to disapprove any use or uses for any reason.

For questions regarding logo usage, please contact Foodservice Marketing Services at fsmarketing@starbucks.com

Appropriate and Unauthorized Logo UseAppropriate Logo Use Unauthorized Logo Use

• Menus (including in-house menu boards) • Logo usage on delivery trucks or vehicles

• Counter sign messaging and directional signage on premises • Street-level branding, which includes the exterior of the operation*

• Promotional brochures • Billboards, highway/roadside signs

• Closed-circuit television ads (as in hotels, conference centers) • Apparel (hats, t-shirts, aprons)

• Venue website • Use of retail Starbucks logo alone (must be WPS version)

• Grand opening complimentary product offers • Customer-designed cups/sleeves/napkins, co-branded with the primary WPS logo or WPS wordmark

* Exception is approved directional signage.

Branding Relat ionships Operator logo must be present on collateral with the WPS logo as the secondary logo.

WE PROUDLY SERVE STARBUCKS COFFEE™ LOGO USAGE GUIDELINES

Pieces 8.5"x11" and SMALLER: The primary WPS logo should be ¹⁄³ of the operator logo.

Pieces LARGER than 8.5"x11": The primary WPS logo should be ¼ of the operator logo.

“Starbucks” no smaller than .5" (13mm) height

Primary We Proudly Serve Logo We Proudly Serve Wordmark

Siren no smaller than .35"

Minimum clear space at least 2X distance from side of Siren to widest part of logo

Wordmark equal to 150% of the height of the “B” letterform.

© 2016 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only.

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LOGO OPER ATOR

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Discounting Guidel inesThe WPS logo is prohibited from being used in discounting offers, including:

• Generic cents-off, percent-off, free-offers, frequency cards or bundling coupons

• Starbucks® products used as premiums in customer acquisition programs for other brands or as gifts with purchase (e.g., “Buy a muffin, get a complimentary cup of Starbucks® coffee.)

• Offers associated with or timed with a Starbucks® retail promotional offer

Not sure about placement?When in doubt, ask yourself, “Is my operation’s brand / logo most prominent in this representation?” ”Will a customer think that my operation is only serving Starbucks® beverages?” If your answer is “yes,” then you are on track! If you answer “no,” then make some placement or proportion changes to ensure that your brand takes center stage.

Approval Process When your artwork is relatively complete, you are ready to submit the piece to Starbucks Foodservice Marketing Services for approval. If used without approval, you are responsible for removing unauthorized materials or correcting mistakes at your own cost.

The approval process is outlined below:

1. Starbucks must review and explicitly approve all artwork prior to production.

2. If the artwork is approved, we will email you with approval. If you do not hear from us within 30 days, assume your artwork has NOT been approved.

3. Before printing, insert the Starbucks approval code into your piece.

Please email all artwork submissions and questions to:

fsmarketing@starbucks.com or fsmarketingcanada@starbucks.com

WE PROUDLY SERVE STARBUCKS COFFEE™ LOGO USAGE GUIDELINES

© 2016 Starbucks Coffee Company. All rights reserved. Confidential—for internal use only.

Execution Guidelines

Because your relationship to the Seattle’s Best Coffee brand is specific to brewing and serving our coffee and beverages, it is important that your use of the We’re Serving logo functions only to identify the coffee you serve, not as your operation’s identity. We may disapprove your use for any reason, including even when you are following these guidelines.

Appropriate and Unauthorized Use of LogoAppropriate Use of Logo Unauthorized Use of Logo• Menus • Outdoor banners or exterior signs attached to storefront

• In-store signage with the We’re Serving logo • Co-branded merchandise (e.g., counter signs, table tents, interior facing neon signs, menu board) (e.g., mugs and tumblers)

• Directional signage on venue premises • Any hand-drawn logo

• Sandwich board/a-frame sidewalk signs • Customer-designed cups/sleeves/napkins co-branded

• Window and door signage • Use of retail Seattle’s Best Coffee logo alone (must be We’re Serving version)

• Apparel (e.g., logo hats, t-shirts, aprons)

• Letterhead, business cards

• Packaging

Branding Relationships

The We’re Serving logo must be clearly secondary to your name and branding.

Preferred version of logo on white background Preferred version of logo on red background

WE’RE SERVING SEATTLE’S BEST COFFEE™ LOGO STYLE GUIDELINES

Logo must never be used in design of operator’s logo.

Size, placement, relative weight and overall appearance must reinforce venue name as primary identification.

© 2016 Seattle’s Best Coffee LLC. All right reserved. Confidential—for internal use only.

Pieces 8.5"x11" and SMALLER: Logo no larger than ½ of the operator logo.

Pieces LARGER than 8.5"x11": Logo no larger than ¹⁄³ of the operator logo.

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WE’RE SERVING SEATTLE’S BEST COFFEE™ LOGO STYLE GUIDELINES

Not sure about placement?

When in doubt, ask yourself, “Is my operation’s brand / logo most prominent in this representation?” “Will a customer think that my operation is only serving Seattle’s Best Coffee® beverages?” If your answer is “yes,” then you are on track! If you answer “no,” then make some placement or proportion changes to ensure that your brand takes center stage.

Approval Process

When your artwork is relatively complete, you are ready to submit the piece to Foodservice Marketing for approval. If used without approval, you will be responsible for removing unauthorized materials or correcting any mistakes at your own cost.

The approval process is outlined below:

1. Foodservice Marketing must review and explicitly approve all artwork prior to production.

2. If the artwork is approved, we will email you with approval. If you do not hear from us within 30 days, assume your artwork has NOT been approved.

3. Before printing, insert the Seattle’s Best Coffee approval code into your piece.

Please email all artwork submissions and questions to: fsmarketing@starbucks.com or fsmarketingcanada@starbucks.com

© 2016 Seattle’s Best Coffee LLC. All right reserved. Confidential—for internal use only.