Exploring the Meaning and History: Unraveling the Starbucks Logo
By the end of the decade, the green mermaid logo has become a globally recognizable emblem, gracing every corner of the world. From towering skyscrapers in commercial capitals to bustling downtown streetscapes in small towns, a common question for a passerby could be – What is the Starbucks logo?
Creating a perfect blend of marketing, design, and storytelling, the Starbucks logo brews in its cup a rich history intertwined with myth, culture, and the passage of time.
Dissecting the Logo
With her split fishtail, flowing, wavy hair, and holding her twin-tails high, the mermaid or “siren” as she is often referred to, is the face of Starbucks, one of the world’s largest coffee retail chains. However, she’s more than just a pretty face, and has a tale as old as time. Venturing deep into what the Starbucks logo is, allows us to plunge into captivating mythology and age-old narratives.
This twin-tailed mermaid, or “melusine,” has her roots firmly planted in ancient Norse mythology. A melusine is a creature, often illustrated as a woman who is a serpent or fish from the waist down – essentially, what we today term as a mermaid. Starbucks’ siren, however, took a slight detour and was depicted with two tails, a design decision that has become a core trait of the Starbucks logo.
Steaming with History
Starbucks commenced its journey as a single store in Seattle’s historic Pike Place Market in 1971. The founders, English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker, were keen on finding a name that started with ‘St.’ After exploring a list of old mining towns, “Starbo” came up and instantly evoked an association with Herman Melville’s classic story of Moby Dick. Thus, with a slight morphing, “Starbucks” was born, paying homage to the maritime history of Seattle and invoking the romance of the high seas and seafaring adventures of the early coffee traders.
But where does the mermaid fit in? The newly christened coffee company was in the process of designing a logo, and they came across a 16th-century Norse image of a twin-tailed mermaid, brimming with alluring mystery and nautical theme. This image was initially adapted and became the topless siren featured on the brand’s inaugural brown logo. Over the years, the design transformed and refined to align with the brand’s growing global image, eventually turning into the green logo we know today.
Colors and Changes
The original brown logo was replaced by a green version to commemorate the company’s conversion to a publicly-traded company in 1987. Green was chosen to represent growth, freshness, uniqueness, and prosperity. The siren, too, underwent changes – she was zoomed in and her navel disappeared in 1987, and with the next upgrade in 1992, her breasts were covered by her flowing hair.
With the 40th anniversary in 2011, Starbucks cleaned up the logo and further zoomed in on the siren, removing the outer circle and the ‘Starbucks Coffee’ text, opting for a cleaner, more modern look. This design decision emphasized the siren, cementing her as the synonymous symbol of Starbucks.
Understanding What the Starbucks Logo is
The Starbucks logo is a powerful depiction that tells a story that resonates with the brand’s mission and values. Over the years, it has evolved and progressed, just as the brand has. Today, the logo stands as a beacon, signifying a place where people can find the world’s finest coffee, enjoy the company of others, and create connections. It symbolizes the Starbucks experience – inspiring, nurturing, and being a part of every customer’s day. The Starbucks logo, showcasing the alluring siren, provides a sense of comfort, welcoming millions who recognize the logo worldwide as a symbol of one of the most favored spots to grab a hot cup of exceptional coffee.