Starbucks vs. Costa Coffee: The Role of Colour in Coffee Culture

Zsuzsanna Pehl
Oct 17
1 min read

Introduction

Colour plays a pivotal role in branding, influencing consumer perception, emotional engagement, and overall brand identity. In the competitive coffeehouse industry, where creating a distinctive brand image is essential, colour serves as a key visual tool that shapes customer experiences. This review examines the colour strategies of two major coffee brands, Starbucks and Costa Coffee. Exploring how their palettes contribute to brand recognition, customer psychology, and marketing effectiveness. By comparing Starbucks' signature green with Costa Coffee’s deep red, this review highlights how each brand utilises colour to communicate its values, attract specific consumer groups, and influence purchasing decisions.

The Psychology of Colour in Branding

Colour psychology is the study of how colours affect human emotions, behaviours, and decision-making. Different colours evoke distinct psychological responses, making them powerful tools in brand communication.

Green, often associated with nature, freshness, and tranquillity, conveys a sense of harmony and sustainability.

In contrast, red is linked to passion, energy, and warmth, creating a feeling of urgency and excitement.

In the context of coffee culture, colour choice can significantly impact how consumers perceive the brand experience, whether it is relaxation and sophistication or warmth and indulgence.

Starbucks:

The Role of Green in a Global Brand

History

“We’ve come a long way since our original store opened in 1971, but our founders’ vision is still alive and well. Friends since their University of San Francisco days, Gerald Baldwin, a former English teacher, Gordon Bowker, a writer, and Zev Siegl, a history teacher, were three 20-somethings who were passionate about the arts, fine food, good wine and, of course, great coffee. They started Starbucks because they wanted Seattle to have access to the delicious dark-roasted coffee that they loved – but had to go out of town to find. (…)

Under the watchful gaze of an enigmatic mythological figure, Siegl scooped beans for customers; (…)

Starbucks first opened its doors on March 30, 1971 at Seattle’s historic Pike Place Market. It was an understated debut – a 1,000-square-foot mercantile space manned by a single employee – but it had plenty of special touches. Hand-built fixtures. A long wall boasting more than 30 varieties of whole-bean coffee. An enticing Siren in the window logo. Even with its unassuming original sign, it’s easy to spot – just look for the line out the door.” - Starbucks Corporation

Logo

The original logo was designed by Terry Heckler in 1971 which portrays a bare-breasted figure, the Siren, surrounded by the Starbucks - Coffee Tea Spices typography in a round shape. Cream coloured sans-serif capital lettering on a dark brown background.

In 1982 when Il Giornale purchased Starbucks, Terry redesigned the logo. Green replaced the brown colour. White typeface used on a green background, although they still use a dark background for the Siren but it has got a more modern appearance with a shorter name, kept in a circle shape, and additional two star signs have been added.

1992 the Siren’s face moved into focus rather than the full body. Everything else stayed the same.

In 2011 as the 40th anniversary celebration, the logo has been changed to a more contemporary version, which is the one that used today. The logo’s colour is now only white and green, but the logo now used without the name, keeping the round shape as before.

This transition evolves by time very nicely I think. The first version being overly busy, dark, and somewhat inappropriate (showing the the bear breast of the siren), moving into a more symbolic and lighter colour version which becomes more adaptable. I believe that leaving the name (type) behind was a brave but informed decision they made as the green siren is still highly recognisable and associated with the Starbucks brand.

Branding

Starbucks' branding is synonymous with it deep green logo and colour scheme, a distinctive choice in an industry dominated by warmer tones. The selection of green is strategic, aligning with Starbucks' commitment to sustainability, ethical sourcing, and environmental responsibility. Green conveys a sense of calmness and renewal, reinforcing the idea of Starbucks as a space between home and work where customers can unwind.

Although, this brand does not make the benchmark on one of the ethical and sustainability rating performance according to The Good Shopping Guide, but at least they still make efforts towards sustainability such as their reusable cup scheme.

The Starbucks interior design further supports this branding approach. Store layouts incorporate earthy greens, browns, and wooden textures, enhancing the feeling of natural simplicity. They also dare to incorporate bold and vibrant decor (illustration of birds and plants) which draws the customers attention because of it's bright colours and size. (Photos) This store has plenty of windows, therefore the natural light just flows through the entire shop, but I really like when some of their stores are quite dark and moody with soft accent lights, giving a very cozy feeling. This combination creates a soothing environment, encouraging customers to linger longer, which ultimately increases sales and brand engagement. Additionally, Starbucks’ green branding sets it apart from traditional coffee chains, positioning it as a modern and progressive brand that appeals to younger, globally conscious consumers.

From a marketing perspective, Starbucks uses green effectively across various platforms, including packaging, digital content, and advertising campaigns. The iconic green mermaid logo is instantly recognisable, making Starbucks one of the most visually identifiable coffee brands worldwide. The brand’s commitment to sustainability is also reflected in its colour, material and decor choices, reinforcing the idea that Starbucks is more than just a coffee shop, it is a lifestyle brand with strong ethical values (even if we know by now that it’s greenwashing).

Costa Coffee:

The Warmth of Red in Traditional Café Culture

History

“The Costa Coffee story began back in 1971 when Sergio and Bruno arrived in London with a burning desire to make great tasting coffee a part of everyday life. Setting up a small roastery in Newport Street, they committed to crafting the finest quality coffee. It was here the Costa brothers blind-tested 112 variations of coffee before they tasted one good enough to be our signature blend. They named it ‘Mocha Italia’ and it remains our signature blend to this day (…) In 1981, the brothers opened their first Costa Coffee shop in Vauxhall Bridge Road. It was in this innovative shop that the brothers became the first coffee providers in London to serve Espresso and crafted Cappuccino in porcelain cups so that customers could experience coffee at its best.” - Costa, 2025

Logo

The company’s logo is simple and short. The original 1971 logo is black and white and the O replaced by a coffee bean with sombrero hat which refers to the bean pickers on a sunny day and bean plantations. The typeface is a serif, all lowercase letters with pointed tails which is very friendly. But in my opinion it lacks balance due to the large hat and the lack of symmetry in a curved shape lettering. Also it lacks contrast around the bean and hat..

In 1995 the company was purchased by Whitbread and got a more modern appearance with the current medium dark rose red colour, similar to Monarch red. The typeface (Lemon Milk Pro Bold) is very geometric, robust san-serif, where the shape of the letter S symbolises the steam rising from a hot cup. In contrast to the previous logo, it is now changed to all capital letters. Compare to the other brand, costa’ s logo feels more typeface focussed as I barely see them advertised without the name. The logo mark in the middle - three coffee beans - could be indicating any coffee brand on the market without the name, I believe the symbol lacks a distinctive element that would set this brand apart from any other coffee brands.

Branding

Costa Coffee’s branding is defined by its deep red and burgundy tones which convey warmth, passion, and indulgence. Red is known for its ability to stimulate appetite and create a sense of urgency, making it a popular choice in the food and beverage industry. Costa’s use of red aligns with the traditional café culture, where warmth and familiarity are key elements of the customer experience.

Costa’s store interiors reflect this branding choice, incorporating deep reds, warm lighting, and wooden furniture to create a cosy and inviting atmosphere. Costa embraces a homely feel, encouraging customers to relax and enjoy their coffee in a familiar setting.

From a marketing standpoint, Costa’s red branding is used effectively across packaging, social media, and advertising campaigns. The brand’s white script logo on a red background is simple yet striking, making it easy to recognise. Additionally, Costa frequently incorporates gold/orange and cream accents, reinforcing its message of premium quality and richness. This colour strategy appeals to customers who seek comfort, indulgence, and a traditional coffee experience.

In contrast with Starbucks this brand has become an easily accessible coffee due to its market distribution across the UK being available from small shops to petrol stations with vending machines. However, I think this could potentially question the message of being good quality. Additionally, this brand - just as Starbucks - did not pass the benchmark on The Good Shopping Guide Sustainability report. I personally noticed that our local Costa Coffee store has no reusable cups or mugs selection at all, which is very disappointing.

Comparative Summary:

Starbucks vs. Costa Coffee

While both Starbucks and Costa Coffee use colour strategically to establish their brand identities, their approaches cater to different consumer expectations:

1. Emotional and Psychological Impact

- Starbucks' green evokes feelings of relaxation, balance, and sustainability, appealing to socially conscious consumers who value ethical business practices.

- Costa's red creates a sense of warmth, excitement, and indulgence, attracting customers looking for a comforting and familiar coffeehouse experience.

2. Brand Positioning and Market Perception

- Starbucks positions itself as a premium, global lifestyle brand that emphasises sustainability and innovation.

- Costa Coffee presents itself as a welcoming, traditional café brand with a focus on quality craftsmanship and community.

3. Store Ambience and Customer Experience

- Starbucks' interiors use earthy greens, neutral tones with a touch of colour boost on decor to create a young, modern, and calming atmosphere that encourages extended visits.

- Costa Coffee’s deep red/ orange interiors and warm lighting enhance feelings of cosiness and nostalgia, reinforcing its position as a traditional coffeehouse.

4. Visual Identity and Brand Recognition

- Starbucks' green siren logo is one of the most recognisable brand symbols worldwide, consistently used across all marketing platforms.

- Costa Coffee’s white lettering on a red background provides a strong visual contrast, making it highly identifiable yet more traditional.

5. Consumer Appeal and Target Audience

- Starbucks' colour palette and branding attract a younger, trend-conscious demographic who seek premium experiences and align with sustainability values.

- Costa Coffee’s warm and familiar red branding resonates more with customers looking for a relaxed and comforting coffee experience.

Conclusion

The use of colour in branding is a powerful tool that shapes customer perception, emotional engagement, and brand loyalty. Starbucks and Costa Coffee effectively utilise their respective colour palettes to establish distinct brand identities, influencing how customers interact with and perceive their products.

Starbucks' green branding sets it apart as a modern, progressive brand that appeals to younger, socially conscious consumers. Its colour choice visually (but not truthfully) reinforces sustainability, relaxation, and premium quality, positioning it as a sophisticated coffeehouse experience. On the other hand, Costa Coffee’s red branding evokes warmth, indulgence, and tradition, creating a more homely and familiar atmosphere that appeals to customers seeking comfort and quality craftsmanship.

Both brands demonstrate how colour can be used to strengthen brand values, shape customer experiences, and drive purchasing behaviour. From a personal point of view, as a Millennial consumer, I find Starbucks’ branding and store environment more appealing due to its contemporary design, vibe and flavour profile, which align with my preference better. Although, Costa Coffee remains more accessible in my local area and offers a welcoming and relaxing environment that my children particularly enjoy. This suggests while branding identity and colour strategy influences individual preferences, practicality such as availability and family-friendliness plays a significant role in shaping consumer choices.