Old vs. New - Starbucks Logo

Old vs. New - Starbucks Logo

On March 8, 2011, Starbucks launched the redesign their logo, the Siren. The redesign was to celebrate their 40^th year in business.

The new logo only features the “Siren” in green. The words “Starbucks Coffee” was removed from the logo. On the Starbucks.com website, they mention how proud they are of their logo and how important it was to keep it.

The Siren got its beginning in 1971 in Seattle, WA, where the company was founded. The designers wanted to implement a nautical theme because of Seattle’s seaport roots. They chose to change the logo to make the Siren the “face” of Starbucks.

Starbucks hosted a launch day to unveil the new logo. All supplies and merchandise were available that morning with no gradual transition. I thought it made the unveiling more exciting. It really seemed like a big birthday party.

Seeing the new logo was a bit of a culture shock for me. The previous logo was busy with the outer rings and the words “Starbucks Coffee” around it. As it seems a little plain now, I’m sure it will grow on me. Overall, the logo, now being one color, would be more cost effective when printing it on their merchandise and supplies.  



Sources:

http://news.starbucks.com/article_display.cfm?article_id=502

http://www.starbucks.com/preview?utm_campaign=sbux-40th-spring&utm_source=sbuxhome&utm_medium=banner&utm_content=Preview_main

Variable Data Direct Mailer

Direct Mail

7"x5" 4 color over 4 color, with .125" bleeds and .25" margins

This is my Variable Data Direct Mail assignment. This is a design project that we will be teaming up with a Variable Data class to produce the mailer. Our requirements were to create a design that can be changed slightly using the variables provided in our Excel database according to our target audience.

The purpose for this piece is to promote a motorcycle dealership to a specific target audience.

The target audience would be Males and Females, ages 35+, with an income of $40,000 or more.

The Call to Action is to invite the potential customer to the store to purchase a motorcycle.

Thumbnails

Rough - Front

Rough - Back

In my design, the shell included a full color image of a cruiser that would be geared towards older individuals who would more prefer to purchase a more comfortable bike, as opposed to a street bike that would be targeted towards a younger demographic. I wanted to have a humorous phrase on the front to help draw more attention to the mailer and the information it provides. Knowing that most direct mail is glanced at for a split second and then tossed in the trash, I wanted something that would be eye catching and draw the viewer in. My variable for the front of the mailer are the words,  LIPSTICK and EGO. The word LIPSTICK will be printed on the mailers that will be addressed to the females in my database, and the word EGO will print for the males in the database.

The "Cowasocki" logo was created to avoid copyright issues with the actual Kawasaki motorcycle company. I purchased a cow silhouette from istockphoto.com and drew socks on it's feet in Illustrator creating the "Cow-a-sock-i" logo.

On the back of the mailer, my variables were the full color images on the back. On the female version, the image on the back is a tube of lipstick that of course matches the bike to add to the humor of the phrase on the front. The male version includes a picture of a tough looking biker guy to compliment the "ego" phrase on the front. I chose a red background for the pictures and the text to help it stand out more. The red

When submitting this file to the Variable Data class, we will includ the packaged file in InDesign with the variables in parenthesis, all links that belong to each variable, the Excel file that has the names, addresses and the information that will be plugged into the design when printed, word document that gives specific directions about the file and how it should be printed, and a pdf of the mailer with information plugged into for use as a proof or hard copy.

I definately enjoyed this project. It helped remind me that with each different type of project we do, there will be some limitations affecting our design and that it is a good practice to learn what those limitations are before you start your design, so no extra time is wasted.

"Red Bike, Lipstick, Biker and Cow" images were purchased from istockphoto.com. I have permission to use these images.

"Cunningham Cowasocki" logo was created by Crista Cunningham

"Green Socks" created by Crista Cunningham

 Lipstick - Front

 Lipstick - Back

 Ego - Front

Ego - Back

Postcards

Postcards

The postcards are 6" x 4.25" with .125" bleeds.

The photo is an iStock photo and was downloaded from the school's server from the Elements to Copy folder. I have permission to use this photo.

 CMYK 300dpi

Duotone 300dpi Black and Pantone 360 C

Grayscale

COB (Crop Out Background)

This element was achieved by creating a path around the desired object with the pen tool, creating a clipping path and saving the file as an eps. When importing the file into InDesign, the background disappears.



Notepad Final Design

Self Promotional Notepad

5"x7" Notepad - .25" margins - without bleed - 50 pages - chip board back

The self promotional notepad could be described as a "business card on steroids". It provides so much more to it's audience than a 2"x3.5" card. Not only does it have the name of the person or business and contact information, but it also displays the design talents of that individual, allows the designer to creatively mention his or her talents, while allowing their audience to make personal notes about the individual at the point of contact.

The purpose for the self promotional notepad is to present a unique piece displaying my skills and talents to potential employers at career fairs or job interviews, while also providing them with my contact information.

The Target Audience is the potential employers.

The Call to Action is giving the employers the ability to contact me when and if desired.

The logo and dot pattern was used to continue with my branding theme. The dot pattern is an element I created in Illustrator. The logo is my personal design promoting my design skills. I placed the logo as a footer to challenge the "standard" notepad designs. As a header, I used an anagram of my name to describe my talents to the potential employers.

I have also implemented a QR Code (Quick Response Code) to add a new element to my notepad and proving that I have the knowledge to use this new technology.

The cost of 1 notepad with the above specs will cost $3.25 to create

The cost of 50 notepads with the above specs will cost $1.07 per pad to create

The proper way to submit this file to the printer is by packaging the file in InDesign. This will include the document fonts, links and crop marks.

Crista Cunningham Designs Logo and Dot Pattern by Crista Cunningham

QR Code was generated by Kaywa.com

Notepad Rough

Notepad Thumbs

ADDY Awards!

Earlier this year,  I was selected to receive an award at the ADDY Awards! It was an awesome honor to be chosen along with the other very talented artists in our industry. I submitted my split face gorilla typographic illustration in the student category and came home with the silver award! The awards were held on February 19th at the Holiday Inn in Joplin, Mo. As a graphic artist, it was a wonderful feeling to sit amongst people with the same interests and passions as me.