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The Secrets of Starbucks Siren

The beautiful siren has become a timeless symbol of Starbucks, an international chain of coffee shops. The beautiful sea creature is looking at you temptingly, as if inviting you to buy a foamy cappuccino or fresh croissant. How can you resist? In this article, we’ll talk about why Starbucks opted for such an unusual image to represent its brand identity.   

  1. How it all started
  2. Why Starbucks changed its logo
  3. How would Starbucks logo look like if it were made in Logaster?

How it all started

In 1971, three friends from Seattle opened a small shop that was selling coffee beans. The business got the name of Starbuck, after a character from “Moby Dick”, an iconic novel by Charles Dickens. Since Seattle is a port city, choosing the sea theme was quite a logical move.   

To reinforce the sea associations, it was decided to use the image of a two-tailed Siren that would lure customers into making a purchase. Interestingly enough, the image was based off a medieval engraving. The main color of the first logo was brown. 

Why Starbucks changed its logo

Sixteen years later, the design was slightly modified. It was decided to only leave the upper part of the siren’s body. Also, the sea beauty was put inside a dark green circle that read “Starbucks Coffee”.

Evolution of the Starbucks logo
Source: by typepad

In 2011, the logo got another redesign. To shift the focus to the Siren, the coffee company got rid of the distracting green circle. Starbucks hired a strong team of designers to elaborate the face and body of the sea beauty. To make the siren look more natural and “human”, her proportions were made slightly asymmetrical. Thanks to the joint effort, the final image turned out to be mysterious and yet inviting.

focus to the Siren

How would Starbucks logo look like if it were made in Logaster?

How would Starbucks logo look like if it were made in Logaster?
How would Starbucks logo look like if it were made in Logaster?

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The siren logo is, hands down, among the top recognizable emblems in the business world. Audiences all over the globe have to trouble identifying the mythological creature that has become the symbol of delicious coffee, friendly atmosphere, and coziness. 


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