Starbucks is now moving to a policy of multi-skilling its designers wherever possible, ensuring that graphic designers have an understanding of the 3D design environment and vice-versa. Sitting designers of different disciplines together so that they can learn from one another wherever possible is reinforcing this flexibility
Starbucks’ Global Creative team produces a book of brand guidelines for use by all creative people internally and externally.
The book provides a comprehensive platform for the Starbucks design process, covering the company’s values, describing its design filters and offering specific recommendations for photography, illustration, typography and logo usage.
The Global Creative team is also involved in a major project to build a fully electronic version of its ‘Processway.’ The new workflow management tool will automate the distribution of materials for sign-off and will provide a variety of other resources for designers, including a document library where approved photography, illustrations and logos can be accessed, together with guidelines for use and best practice.
With thanks to Starbucks
For the purpose of the design process study, we visited the Starbucks Support Center in Seattle and spoke to Stanley Hainsworth, Vice President of Starbucks Global Creative.
To find out more about Starbucks, visit the About Us section of www.starbucks.com