The given task for this piece was to
redesign a company that you don’t like,
whether it be the product itself or the
way it was designed. I chose the coffee
company Starbucks. The goal was to
make a new logo with the knowledge of
how we can use symbols within to
convey a message.
From the beginning I knew I wanted to convey the literal meaning of the word star buck. With some research I learned that star buck means “great river”. For more of a connection I wanted to see what things are known as the great river. I came across Eridanus, a constellation also known as the great river. This constellation is also based on the Po river in Italy, which is the largest river in that country. I looked at the form of the constellation and tried to find a way to simplify it. I took the major characteristics Eridanus has and tilted the image at 45 degrees.
The brown circle behind the logo reflects you looking into a cup of coffee. The type chosen is complementary to the logo because it’s thickness matches that of the lines within the logo mark.
The redesigned Starbucks logo with symbolic elements of its name origin.
The modernized version.
The re-branded Starbucks pattern. It's composed of elements from the newly designed logo.
The brands ecosystem with the business cards design and stationary.
Drawing out the Eridanus constellation to develop the logo concept.
Developing more concepts and ideas with the re-branded logo.