Coffee chain Il Giornale no longer exists today. It functioned in the USA, in the city of Seattle from 1986 to 1987, and then became the basis for the brand known to us. Starbucks. founded Il Giornale (translated from Italian as “newspaper”) Howard Schultz, an entrepreneur who worked for a long time in Starbucks (in those years the company was engaged exclusively in the sale of coffee beans and its management did not even plan to engage in other business areas) as a director of retail sales and marketing.
Having failed within the company to realize his dream of creating a chain of coffee shops like the establishments of this kind popular in Italy, Howard Schultz quits and founds his own company - Il Giornale (according to one version, he founded his company while still working in Starbucks). The image of the head of the god Mercury becomes the company's logo, which should have caused buyers to associate with speed and ease. This logo is notable for the fact that it was in it that the designer Doug Fast embodied the details, which he then transferred to the logo Starbucks - the drawing was inscribed in a green circle, and the stars and the name of the company were located on the circle.
Coffee houses Il Giornale quickly gaining popularity and, having actually proved the promise of his idea, Schultz decides to move on. Enlisting the support of investors, he acquires Starbucks, the company where he once worked, and combines both businesses under a single name.
This is where the story ends Il Giornale, but the success story of a world-famous brand begins - Starbucks.