Starbucks Releases Its Brand Guidelines [Interactive]
“Functional vs. expressive copy: Functional means helpful—it organizes things in a clear way and anticipates our audience’s needs, helping customers have an easy, enjoyable experience in-store and online. Used primarily for wayfinding and ordering, this copy is so seamlessly integrated that it calls attention to the product—not itself. Functional doesn’t mean sterile; it means clear… […]