J&J to pay $527M in opioid damages, Popeyes’ Twitter spat creates viral win, and KFC tests plant-based ‘chicken’

Also: Facebook floats a messaging app to enhance Instagram, a peek inside Starbucks’ branding and design, and how opinions are changing among consumer demographics.

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Good morning, PR pros:

Starbucks has published its brand guidelines, which gives a peek into how the iconic brand uses colors, font, images and brand voice to evoke feelings and connect with consumers.

“Where each piece lands on this scale depends on where we’re meeting our customer along their journey,” the guide reads.

Here’s an overview of Starbucks’ brand voice, which it says employs both “functional” and “expressive” elements:

We’re confidently turning down the volume of competing messages to elevate experience, removing obstacles in the way of people finding exactly what they seek at Starbucks. By using both functional and expressive voices, we’ll create more space for brand relevance, connection and joy.

Fast Company reported:

“We were just proud of the work, and inspired by other brands being more transparent about their creative process,” says Ben Nelson, creative director at Starbucks.

What are some of the essential elements of your brand identity—and how can you highlight them to contrast with the competition?

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