The iconic Starbucks logo, with its circular design and twin-tailed mermaid, has become synonymous with the global coffeehouse chain. But the original Starbucks logo design, introduced in 1971, was quite different from the simplified version we see today. Let's delve into the evolution and symbolism behind the original Starbucks logo.
Before we explore the original design, it's essential to understand that the current logo, created in 2011, was a simplification of the 1971 logo. The 2011 redesign removed the words "Starbucks Coffee" and the outer ring, leaving only the mermaid and the company's name, aiming to create a more modern and recognizable symbol.
The Original Starbucks Logo: A Tale of Two Logos
The original Starbucks logo, designed by Terry Heckler of Heckler Associates, was a complex and detailed design that incorporated various elements. It's often referred to as "a tale of two logos" because it featured both the company's name and the iconic mermaid in two distinct parts.
Upon its introduction, the original Starbucks logo was a unique and eye-catching design that stood out in the market. It was a visual representation of the company's commitment to quality, tradition, and its nautical heritage.
The Mermaid: Siren of the Sea
The central figure of the original Starbucks logo was a two-tailed mermaid, or siren, based on an image from an old Norwegian woodcut. The mermaid, often associated with sailors and the sea, was a fitting symbol for a coffeehouse named after a character from Herman Melville's "Moby-Dick."
The mermaid's two tails, a unique variation from the traditional single-tail depiction, were said to represent the company's focus on both coffee and tea. However, this interpretation is not universally accepted, and the two tails may simply be an artistic choice or a nod to the original woodcut.
The Nautical Ring and Starbucks Name
Surrounding the mermaid was a circular ring featuring the company's full name, "Starbucks Coffee," and the words "Est. 1971." The ring was inspired by the sea and the company's nautical theme, with the words arranged in a wave-like pattern.
The use of the company's full name in the original logo was a common practice at the time, as many businesses relied on their names to convey their brand. However, as Starbucks grew and its brand became more recognized, the need for the full name in the logo diminished.
The Evolution of the Starbucks Logo
The original Starbucks logo served the company well for over 40 years, but in 2011, Starbucks decided to update its logo to reflect its evolution as a brand. The new logo, designed by the global branding firm Lippincott, was a simplification of the original, focusing solely on the mermaid and the company's name.
The 2011 redesign was a significant departure from the original logo, but it maintained the iconic mermaid as a nod to the company's history. The new logo was intended to be more modern, versatile, and recognizable, better suited for a global brand in the digital age.
The Simplified Mermaid
The 2011 redesign simplified the mermaid's appearance, removing her clothing and giving her a more streamlined look. The mermaid's hair was also simplified, with the waves reduced to a single, continuous line. The changes were made to create a more iconic and recognizable symbol that could be easily reproduced in various sizes and formats.
The simplified mermaid also allowed for greater versatility in the logo's use. Without the clothing and detailed hair, the mermaid could be used in a wider range of colors and contexts, from packaging to digital platforms.
The Removal of the Nautical Ring and Full Name
The 2011 redesign also removed the circular ring and the company's full name, leaving only the mermaid and the word "Starbucks." The removal of the ring and full name was a significant change, but it allowed the logo to be more easily adapted to different languages and markets, where the full name might not be recognized or might be too long to fit.
The removal of the ring and full name also allowed the logo to be more easily adapted to digital platforms, where space is often limited. The simplified logo could be used more effectively in small spaces, such as on mobile devices or social media icons.
Today, the Starbucks logo is one of the most recognizable symbols in the world, a testament to the company's growth and success. The original Starbucks logo, with its complex design and nautical theme, laid the foundation for the iconic mermaid that we see today. As Starbucks continues to evolve, it's likely that the logo will continue to change and adapt to reflect the company's growth and changing market.