Aiello, G orcid.org/0000-0002-9636-1016 (2017) Losing to Gain: Balancing Style and Texture in the Starbucks Logo. In: Mosbæk Johannessen, C and Van Leeuwen, T, (eds.) The Materiality of Writing: A Trace Making Perspective. Routledge Studies in Multimodality . Routledge , London, UK , pp. 195-210. ISBN 9781138679726
Abstract
In January 2011 Starbucks unveiled a new design for its ubiquitous logo, which ‘freed’ the iconic siren from the Starbucks Coffee wordmark. The new logo was introduced in an official video by Starbucks CEO Howard Schultz, who stated that the new design “embraces and respects our heritage” and at the same time allows the siren to “come out of the circle in a way that [. . .] gives us the freedom to think beyond coffee” (Starbucks, 2011).
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Item Type: | Book Section |
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Copyright, Publisher and Additional Information: | © 2018 Taylor & Francis. This is an Accepted Manuscript of a book chapter published by Routledge in The Materiality of Writing: A Trace Making Perspective on 18 Sep 2017, available online: http://www.routledge.com/9781138679726. Uploaded in accordance with the publisher's self-archiving policy. |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Media & Communication (Leeds) |
Funding Information: | Funder Grant number EU - European Union 277039 |
Depositing User: | Symplectic Publications |
Date Deposited: | 19 Apr 2017 14:25 |
Last Modified: | 18 Mar 2019 01:39 |
Published Version: | https://www.routledge.com/9781138679726 |
Status: | Published |
Publisher: | Routledge |
Series Name: | Routledge Studies in Multimodality |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:115094 |