Starbucks Logo Transformation

Throughout the years, Starbucks has undergone a significant transformation, not only in terms of their coffee offerings but also in their visual identity. The journey of their logo evolution is a fascinating one, as it unveils the intriguing contrast between the old and new designs.

The old logo, with its ancient charm and vintage appeal, harks back to a time when Starbucks was a small, unassuming coffee shop. This logo, adorned with intricate details and warm colors, tells the story of the humble beginnings of a brand that would soon captivate the taste buds of coffee lovers worldwide.

As we review the old logo, it becomes evident that Starbucks has come a long way in embracing a more modern and contemporary aesthetic. The new logo, with its minimalist design and clean lines, symbolizes their evolution into a global coffee powerhouse. It represents Starbucks’ commitment to staying relevant in an ever-changing world, while still paying homage to their roots.

With each logo iteration, Starbucks manages to strike a delicate balance between preserving their established brand identity and adapting to the demands of the modern market. The evolution of their logo serves as a reminder that even the most established brands must embrace change in order to thrive in today’s dynamic business landscape.

Starbucks Logo Evolution: Revealing the Journey of Starbucks Brand Identity

In this section, we will uncover the captivating story behind the brand identity of Starbucks, a renowned coffee company that has transformed its logo throughout the years. By exploring the evolution of their emblem, we can witness the progression of Starbucks from its ancient roots to its contemporary presence in the modern market.

Starbucks, a globally recognized coffee chain, has adorned itself with various logos over time, each representing different aspects of its brand identity. From vintage designs that exuded a sense of tradition and craftsmanship to the modern interpretations that align with the current trends, Starbucks has carefully crafted its logo to capture the essence of its products and values.

Delving into the review of Starbucks logos, we witness the journey that began with an emblem featuring a twin-tailed mermaid, a symbol of alluring mystique that evokes images of the ancient maritime world. As Starbucks gained popularity, their logo underwent significant changes to reflect their expanding reach and growing customer base.

Over the years, Starbucks further modernized its logo by introducing a fresher approach that embraced minimalism and simplicity. The new logo capitalized on the strong brand recognition they had built and showcased a cleaner, more contemporary design. This evolution highlighted Starbucks’ commitment to innovation and staying relevant in a fast-paced, ever-changing industry.

By revealing the transformation of their logo, we gain insight into the Starbucks brand identity and their desire to connect with customers on a deeper level. The journey from ancient to modern logos exemplifies Starbucks’ ability to adapt, while still maintaining the core values that have made their brand a beloved staple in the coffee industry.

The Birth of Starbucks: A Brand with a Unique Identity

In the world of modern branding, where logo designs are constantly evolving to represent contemporary ideals, Starbucks has emerged as a shining example of a brand with a unique identity. The journey of this iconic coffee chain started long ago with its ancient roots and has now blossomed into a contemporary symbol that resonates with coffee lovers worldwide.

Capturing the Essence of the Past

When delving into the origins of the Starbucks brand, one discovers a rich and vintage history that dates back several decades. The brand’s old logo, a symbol of the establishment’s humble beginnings, depicts a time when Starbucks was merely a small coffee shop in Seattle. This ancient mark represents the foundation upon which the brand was built, showcasing its deep-rooted history and traditional values.

Over time, however, as Starbucks continued to evolve and expand, a need arose for a logo that would capture the essence of the brand’s journey while embracing a more modern and contemporary look.

A Refreshing New Image

As the popularity of Starbucks soared, the brand decided to undergo a logo redesign that would reflect its forward-thinking approach and commitment to quality. The new logo stands as a symbol of Starbucks’ transformation into a global coffee powerhouse. It combines a sleek and identifiable design with a touch of familiarity, transitioning seamlessly from the old logo to the new.

With a focus on minimalism and simplicity, the modern Starbucks logo exudes confidence and sophistication. Its streamlined form allows the brand to adapt to various mediums and enhances its recognition in the digital age.

While the old logo evokes a sense of nostalgia and nostalgia for the brand’s early days, the new logo showcases Starbucks’ ability to stay current and relevant in an ever-changing world. It bridges the gap between tradition and innovation, ensuring that the brand remains a beacon of consistency and quality.

In conclusion, the evolution of Starbucks’ logo parallels the brand’s growth and success. From its ancient origins to its contemporary transformation, Starbucks has managed to maintain a unique identity that captivates coffee enthusiasts around the globe.

The Original Starbucks Logo: A Glimpse into the Past

As we delve into the origins of the renowned coffeehouse chain, we uncover the untold story behind the vintage emblem that marked the beginning of Starbucks’ journey. This ancient logo, once the face of the company, offers us a captivating glimpse into the roots of this modern-day giant.

A Symbol of Tradition and Craftsmanship

The original Starbucks logo, dating back to the early days of the company, captivated consumers with its intricate design and timeless aesthetics. This emblem, which we now affectionately refer to as the “old logo,” served as a symbol of tradition and craftsmanship in the coffee industry.

An Emblem of Contemporary Values

While the modern Starbucks logo has evolved over the years, it still pays homage to the old logo’s heritage and significance. The review of its transformation highlights the company’s commitment to staying relevant in an ever-changing market by embracing contemporary values while cherishing its rich history.

  • The old logo embraced a vintage appeal, exuding a sense of nostalgia and authenticity that resonated with customers.
  • The new logo, on the other hand, represents a more contemporary outlook, reflecting the company’s innovative spirit and commitment to quality.
  • Despite the differences between the old and the new, both logos share a common thread – the iconic twin-tailed siren – symbolizing the company’s passion for delivering exceptional coffee experiences.

As Starbucks continues to thrive in the modern era, the old logo remains a cherished memory. Its legacy serves as a reminder of the journey Starbucks has undertaken to become the globally recognized and influential coffeehouse chain we know today.

Starbucks Logo Makeover: Understanding the Need for Change

In today’s rapidly evolving world, staying relevant and appealing to consumers is of utmost importance for any brand. This holds true for Starbucks, as well. To cater to the contemporary and modern tastes of its target audience, Starbucks understood the need for a logo makeover. This article aims to delve into the reasons behind this transformation and the significance it holds for the renowned coffee brand.

Embracing a New Era

The emblematic Starbuck’s logo that once symbolized the brand’s identity has undergone a remarkable transformation. Starbucks realized the importance of adapting to changing trends and preferences. The old logo, while embodying a vintage charm and deep-rooted history, no longer resonated with the ever-evolving customer base. To remain relevant and appeal to a wider audience, Starbucks made the courageous decision to revamp their logo.

A Glimpse into the Ancient and the New

The ancient Starbucks logo, with its nostalgic aesthetics, holds a sentimental value for many loyal customers. It represents the brand’s humble beginnings and the love for coffee that sparked it all. However, as the global coffee culture advanced, Starbucks recognized the need to embrace a more contemporary and sophisticated image. The new logo embodies the essence of this transformation, reflecting Starbucks’ commitment to providing a modern and exceptional coffee experience.

The new Starbucks logo seamlessly blends the richness of its heritage with an elegant and minimalistic design. It captures the essence of the brand’s core values, while appealing to the contemporary tastes of today’s consumers. By removing the textual elements and focusing solely on the iconic siren, Starbucks aims to create a visually striking logo that can be easily recognized and appreciated by all.

In conclusion, the Starbucks logo makeover was prompted by the brand’s desire to adapt to the changing consumer landscape and remain at the forefront of the coffee industry. By striking a balance between the old and the new, Starbucks successfully captures the essence of its heritage while evolving to meet the demands of a modern world.

Unveiling the Old Starbucks Logo: A Step Back in Time

Discover the captivating story behind the ancient Starbucks emblem, a symbol that represents the brand’s rich history and brings a sense of nostalgia. Delve into the vintage roots of the company as we review the old logo, contrasting it with the contemporary modern design.

A Walk Through the Ages

Step back in time as we embark on a journey to explore the origins of the Starbucks logo. The old logo holds a myriad of ancient influences, showcasing a fusion of timeless elements that reflect the brand’s identity. With intricate artistry and attention to detail, this emblem stands as a testament to the craftsmanship of bygone eras.

The Modern Reinvention

With the release of the new logo, Starbucks embarked on a mission to fuse the past with the present. Merging the vintage essence with a modern touch, the brand embraced a contemporary design that stays true to its roots while adapting to the dynamic world. The new logo breathes fresh life into the familiar emblem, symbolizing the evolution of Starbucks as a global powerhouse in the modern age.

Old Starbucks Logo

Image: Vintage Starbucks logo

New Starbucks Logo

Image: Contemporary Starbucks logo

The New Starbucks Logo: A Contemporary Twist

In the ever-changing world of popular brands and their visual identities, Starbucks has recently unveiled a modernized emblem that combines elements of the ancient and the contemporary. This article explores the evolution of the Starbucks logo, taking a closer look at the new design and how it introduces a contemporary twist to the familiar vintage emblem.

A Nod to the Past

The Starbucks logo has a rich history, rooted in its early beginnings as a small coffee shop in Seattle. Over the years, the brand has undergone several logo revisions, refining its visual representation. The old logo, with its iconic siren and circular shape, has become emblematic of the Starbucks brand. It exudes a sense of tradition and familiarity, symbolizing the brand’s heritage in the coffee industry.

Embracing Modernity

While paying homage to its roots, Starbucks has also recognized the need to stay relevant in a fast-paced, modern world. The new logo incorporates contemporary design elements that breathe new life into the brand’s visual identity. With its sleek lines and simplified form, the modern Starbucks logo reflects the brand’s commitment to staying current and appealing to a younger, more design-conscious audience.

By blending elements of the old and the new, Starbucks has successfully created a logo that strikes a balance between tradition and innovation. The contemporary twist in the logo brings a fresh perspective to the revered brand, capturing the attention of both loyal customers and newcomers alike. It serves as a visual representation of Starbucks’ ongoing evolution, signaling its willingness to adapt to changing consumer preferences while staying true to its roots.

Starbucks Logo: Embracing Simplicity and Minimalism

In this section, we will explore the transformation of the Starbucks logo, examining its journey from a more intricate and ancient design to a modern and contemporary representation. Throughout the years, Starbucks has embraced the principles of simplicity and minimalism, allowing their logo to evolve along with their brand identity.

As Starbucks grew in popularity, they recognized the need for a logo that could resonate with a wider audience, while still maintaining a connection to their roots. The old logo, with its intricate details and vintage feel, represented Starbucks in its early stages, reflecting the rich history of coffee culture. However, as the world became more fast-paced and the need for instant gratification increased, Starbucks realized that a more streamlined and modern logo was necessary to adapt to the changing times.

The new Starbucks logo embodies the essence of simplicity and minimalism, stripping away the complexities of the old design and embracing a cleaner aesthetic. The iconic twin-tailed siren, who has been the face of Starbucks since its inception, becomes the focal point of the logo, standing boldly and confidently. The lines are clean, the shapes are smooth, and the color palette is reduced to a contemporary shade of green, symbolizing growth and freshness.

The decision to embrace simplicity and minimalism in the Starbucks logo was a strategic one, allowing the brand to communicate its core values of quality, authenticity, and exceptional coffee. By removing the ancient and vintage elements, Starbucks appeals to a wider audience, including the younger generation who values modernity and contemporary design. The new logo is clean, versatile, and easily recognizable, making it a powerful tool for brand recognition and recall.

In conclusion, the Starbucks logo has evolved over time, embracing the concepts of simplicity and minimalism to align with the changing trends and preferences of the consumers. The transition from an old and intricate design to a new and contemporary logo showcases Starbucks’ ability to adapt and stay relevant in a dynamic market. The review of the logo’s transformation serves as a testament to Starbucks’ commitment to innovation and their dedication to captivating their audience with a visually appealing and meaningful brand identity.

A Closer Look at the Evolution of Starbucks Emblem

In this section, we will examine the transformation of the Starbucks emblem over time, exploring its contemporary and vintage variations. Through a review of the old and new logos, we will delve into the modern aesthetic choices made by Starbucks, while also paying homage to the ancient origins of the emblem.

The Starbucks emblem has undergone significant changes throughout its history. The old logo, which originated in the 1970s, featured a siren with a more traditional and detailed design. This ancient representation was meant to capture the allure and mystery associated with the mythological creatures of folklore.

Fast forward to the modern era, and we see the evolution of the Starbucks emblem into a more simplified and iconic form. The new logo, introduced in 2011, presents a sleek and modern interpretation of the siren, focusing on clean lines and minimalistic elements. This contemporary approach reflects the brand’s commitment to staying relevant and appealing to a diverse and ever-changing customer base.

Old Starbucks Logo

New Starbucks Logo

Examining the side-by-side comparison of the old and new logos, we can observe the progression and improvement in design. While the ancient logo evokes a sense of tradition and history, the modern logo represents Starbucks’ forward-thinking approach and adaptability.

Overall, the evolution of the Starbucks emblem showcases the brand’s ability to balance timeless elements with contemporary aesthetics. By embracing both the ancient and the modern, Starbucks continues to captivate customers and remain a prominent figure in the coffee industry.

Starbucks Logo: From Vintage Charm to Modern Elegance

Discover the intriguing journey of the Starbucks logo, as it transforms from its vintage charm to a modern elegance. This review explores the evolution of the iconic Starbucks logo, showcasing how it has shifted from an ancient emblem to a contemporary symbol that represents the brand’s growth and innovation.

At its inception, the old Starbucks logo exuded a vintage charm, capturing the essence of the brand’s humble beginnings. However, as Starbucks expanded its horizons and embraced a more modern aesthetic, the logo also underwent a remarkable metamorphosis.

The new Starbucks logo, with its sleek design and clean lines, reflects the brand’s commitment to staying relevant in the fast-paced, ever-changing world. It portrays a sense of elegance and sophistication that resonates with the modern consumer.

Throughout the years of logo evolution, Starbucks has managed to strike a delicate balance between preserving its rich heritage and embracing a contemporary image. This amalgamation of old and new is a testament to the brand’s ability to adapt and cater to the preferences of its diverse customer base.

With the new logo, Starbucks has successfully reinvented itself, presenting an image that is both timeless and forward-thinking. The iconic mermaid, a symbol deeply rooted in Starbucks’ history, remains a prominent feature, while the overall design showcases a modern simplicity that appeals to the discerning eye.

In conclusion, the Starbucks logo has come a long way, transitioning from its vintage origins to its modern elegance. Through the careful revamping of the old logo, Starbucks has managed to create a symbol that embodies both tradition and innovation, captivating coffee lovers around the world.

Logo Transformations: Tracing the Evolution of Starbucks

In this section, we will explore the various transformations undergone by the starbuck’s brand logo, from its ancient beginnings to its modern incarnation. Through a comprehensive review, we will delve into the changes that have shaped the company’s visual identity over time, highlighting the shift from a vintage and old logo to a more contemporary and new design.

The Ancient Charm of the Old Logo

Initially, the logo of starbucks showcased an ancient charm, reflecting the rich history and tradition behind the brand. With intricate details and a vintage appeal, this old logo became synonymous with the early days of starbuck’s, capturing the essence of its beginnings in a unique and captivating way.

The Modernization of the New Logo

As starbuck’s evolved and expanded its reach, a new logo emerged, marking a shift towards a more modern and contemporary design. This new logo retained certain elements of its predecessor while incorporating sleek and minimalist features, aligning with the ever-changing tastes and preferences of its audience.

The Significance of Starbucks Emblem in Brand Recognition

In the realm of brand recognition, the emblem of a company holds immense importance. It serves as a visual representation that allows consumers to instantly connect with a particular brand. In the case of Starbucks, their emblem has evolved over time to keep up with contemporary design trends while maintaining a sense of familiarity.

The review of Starbucks’ vintage and ancient emblems provides a glimpse into the brand’s transformation. By analyzing the old and modern designs, one can uncover the various elements and symbols that embody the essence of Starbucks.

Through the use of unique and memorable imagery, the Starbucks emblem has become a symbol of the company’s commitment to providing high-quality coffee and creating an inviting atmosphere for customers. The emblem not only represents the Starbucks name but also signifies the experience customers can expect when they enter a Starbucks cafĂ©.

Over the years, with the introduction of new designs, the Starbucks emblem has adapted to reflect the evolution of the brand. The contemporary emblem incorporates elements that resonate with a modern audience, while still paying homage to the old design. This careful balance ensures that Starbucks maintains its brand recognition while appealing to a new generation of coffee lovers.

By understanding the significance of the Starbucks emblem, both in its old and new iterations, one can appreciate the thought and intention behind its creation. The emblem serves as a visual storyteller, encapsulating the rich history and vision of the company. It is not merely a logo; it is a representation of the values and identity that Starbucks embraces.

Starbucks Logo Through the Years: Recapturing Nostalgia

In this section, we will embark on a journey through the various iterations of the emblem that has come to represent the world-renowned coffee chain. As we explore the evolution of the Starbucks logo, we will uncover the charm of the old and ancient designs, and also delve into the modern and contemporary versions that have been introduced over time. Join us as we review the vintage and new logos, evoking a sense of nostalgia and taking a closer look at the transitioning aesthetics of Starbucks.

A Blend of Tradition and Innovation: Starbucks Logo Revamp

In the world of design, the marriage of contemporary ideas and ancient traditions is no easy task. However, when it comes to the Starbucks logo revamp, the coffee giant has managed to find the perfect balance between honoring its vintage emblem and embracing a modern aesthetic.

When we take a closer look at the evolution of the Starbucks logo, we can see how the company has been able to preserve the essence of its brand while introducing new elements that resonate with the current era. The logo review is not just a mere update; it is a strategic move to align Starbucks with the ever-changing preferences of its target audience.

At first glance, the new logo may appear to be a departure from the familiar, but upon further examination, we discover that it maintains the iconic elements that define the Starbucks brand. The vintage charm of the original emblem is still evident, with its green color scheme and iconic siren. However, the new logo injects a sense of modernity through its streamlined design and bolder lines.

By incorporating contemporary elements into the ancient symbolism of the Starbucks logo, the revamp reflects the notion that tradition and innovation can coexist harmoniously. It sends a message to both loyal patrons and potential customers that Starbucks is a brand that respects its roots while constantly evolving to meet the demands of the present.

The new logo serves as a visual representation of Starbucks’ commitment to remaining relevant in an ever-changing world. Through its careful design choices, the company demonstrates that it is not afraid to embrace change and adapt to the modern landscape. This evolution of the logo is not just a cosmetic alteration; it is a symbol of Starbucks’ evolution as a brand.

In conclusion, the Starbucks logo revamp showcases a blend of tradition and innovation. It keeps the essence of the brand intact while introducing new elements that appeal to a modern audience. By striking this delicate balance, Starbucks ensures that it remains a beloved and recognizable emblem in the coffee industry for many years to come.

Analyzing the Key Elements of the Starbucks Logo

In this section, we will take a closer look at the distinctive elements present in the contemporary Starbucks logo design. By reviewing the emblem’s various components, we can gain a deeper understanding of its modern aesthetics and its connection to ancient and vintage symbols.

1. Siren

At the heart of the Starbucks logo lies a captivating figure known as the Siren. This ancient mythological creature, often depicted as a mermaid, represents allure and seduction. The Siren’s elegant and flowing hair, combined with her enthralling gaze, symbolizes the brand’s welcoming and enchanting nature.

2. Circles

The use of circles in the Starbucks logo adds a sense of harmony and unity. The concentric circles, with their smooth curves and consistent spacing, evoke a feeling of balance and symmetry. These elements reflect Starbucks’ commitment to providing a well-rounded and cohesive experience for its customers.

3. The New Emblem

With the introduction of the new Starbucks logo, the company has further embraced a more modern and minimalist approach. The revised emblem retains the core elements while simplifying their appearance. The lines in the Siren’s face are more refined and streamlined, aligning with contemporary design trends.

By analyzing the key elements of the Starbucks logo, we can appreciate the fusion of ancient symbolism with a modern twist. Through its use of the Siren, circles, and the new emblem design, Starbucks successfully communicates its brand values of allure, harmony, and innovation.

Starbucks Logo Evolution: Impact on Consumer Perception

Consumer perception plays a crucial role in shaping the success of a brand. The Starbucks logo, both old and new, has undergone significant changes over the years, impacting how consumers perceive the brand. By examining the evolution of the Starbucks logo, we can gain insights into the dynamics of consumer perception and its influence on brand loyalty.

The Contemporary and The Vintage:

With the introduction of the new Starbucks logo, the contemporary design represents the brand’s vision for the future. It embodies the essence of modern aesthetics and sleekness, resonating with consumers who seek a trendy and progressive ambiance. On the other hand, the previous logo, with its vintage elements, appeals to consumers who appreciate the brand’s origins and its historical significance. Despite the differences between the two logos, both capture the spirit of Starbucks in their own unique ways.

Ancient Roots and Modern Faces:

The evolution of the Starbucks logo reflects the journey of a global coffee company that started as a small business in Seattle. The ancient roots of the brand are symbolized by the original logo, featuring a twin-tailed mermaid, which was inspired by a 16th-century Norse woodcut. As Starbucks expanded and became a global phenomenon, the logo transformed into a more modern and simplified representation, aligning with the changing times and the brand’s widespread popularity.

In conclusion, the impact of the Starbucks logo evolution on consumer perception is multi-faceted. The contemporary design appeals to those seeking a modern experience, while the vintage elements connect with consumers who appreciate the brand’s heritage. Understanding the dynamic relationship between logos and consumer perception can help businesses navigate the ever-changing landscape of brand loyalty and successfully engage with their target audience.

Starbucks Logo and Cultural Relevance: A Global Perspective

In this section, we will explore the significance of the Starbucks logo from a cultural perspective, taking into account its vintage and modern elements. We will delve into the idea of how a logo can act as an emblem that represents both ancient traditions and contemporary values, showcasing the evolution of Starbucks’ visual identity.

An Iconic Symbol of Starbucks’ Heritage

The Starbucks logo serves as a reflection of the company’s rich history and its deep-rooted connection to coffee culture. By incorporating vintage elements, the logo evokes a sense of tradition and authenticity. The use of earthy colors and intricate details highlights Starbucks’ commitment to quality and craftsmanship, appealing to a global audience that values time-honored practices.

A Contemporary Representation of Starbucks’ Values

With the introduction of the new logo, Starbucks took a bold step towards modernity, seeking to align its visual identity with the changing landscape of the coffee industry. The minimalist design, characterized by a simplified image and a cleaner font, reflects Starbucks’ commitment to innovation and progress. By shedding the constraints of the old logo, Starbucks showcases its openness to new ideas and its dedication to staying relevant in a globally interconnected world.

  • Through the vintage and modern elements in its logo, Starbucks captures the essence of its cultural relevance.
  • The logo acts as a bridge between ancient traditions and contemporary values, appealing to a diverse range of consumers.
  • With its deep symbolism, the Starbucks logo serves as a conduit for the cultural significance of coffee and its impact on societies worldwide.
  • The evolution of the Starbucks logo reflects the company’s ability to adapt and thrive in an ever-changing global market.

In conclusion, the Starbucks logo holds cultural relevance on a global scale, with its blend of vintage and modern elements. It represents the rich heritage of coffee culture while embracing the advancement of the industry. The logo acts as a visual embodiment of Starbucks’ commitment to quality, innovation, and inclusivity, making it an internationally recognized symbol of excellence in the coffee world.

Starbucks Logo: A Timeless Symbol of Quality and Experience

In the world of corporate branding, the Starbucks logo stands as an iconic representation of quality and experience. This emblem has transcended time, capturing the essence of both vintage charm and contemporary appeal. Through the years, the logo has undergone transformations, taking on various forms that reflect the ever-changing trends and consumer preferences. In this review, we delve into the ancient roots and evolution of the Starbucks logo, exploring its journey from old to new and the significance it holds to the brand.

From its humble beginnings, the Starbucks logo embodies the essence of its early days, when it was a small coffee shop in Seattle. The old logo, with its simple and rustic design, evokes a sense of nostalgia, reminding us of the company’s rich history and commitment to delivering quality products. Today, as Starbucks has grown into a global powerhouse, the modern logo reflects a sleek and polished image, representing the brand’s dedication to innovation and staying relevant in a competitive market.
As we examine the logo’s transformation, it becomes evident that Starbucks has successfully maintained its core values while adapting to the changing tastes and preferences of its consumers. The ancient logo, with its warm earth tones and hand-drawn visuals, transports us back to a time when coffee was a simple pleasure, enjoyed with friends and loved ones. Contrastingly, the contemporary logo, with its crisp lines and bold colors, captures the vibrancy and energy of modern-day coffee culture, enticing a new generation of coffee enthusiasts.
What makes the Starbucks logo truly timeless is its ability to capture the essence of both past and present. It serves as a reminder of the brand’s journey and evolution, while also embodying the spirit of constant innovation and improvement. The logo is a symbol of quality and experience, a beacon that guides coffee lovers from all walks of life towards an unforgettable Starbucks experience. Whether in the old or new form, the logo remains an integral part of Starbucks’ identity, representing the values that the brand holds dear.