The iconic Starbucks logo, a ubiquitous symbol of the global coffeehouse chain, hasn't always been the familiar green siren we see today. In the late 1980s, the company, then just a regional Seattle-based entity, underwent a significant rebranding that culminated in the introduction of its 1987 logo. This version, while still recognizable as the forerunner of today's design, tells a unique story about Starbucks' evolution.
Throughout its history, the Starbucks logo has evolved, with each iteration reflecting the company's growth, values, and aspirations. The 1987 logo, designed by Terry Heckler of Heckler Associates, was a critical step in this visual journey, marking a shift from the original logo's nautical theme to a more vaguely medieval aesthetic, aligned with the company's vision to become a modern-storytelling brand.
The Evolution of the Starbucks Logo Until 1987
Before delving into the specifics of the 1987 logo, let's briefly revisit its predecessors. When Starbucks was founded in 1971, its logo was a simple, brown, two-tailed mermaid with her hair flowing out like water, named "Starbucks" in letters below. This logo, designed by Terry Heckler himself, evoked the company's maritime connections, as the founders drew inspiration from the literary classic "Moby-Dick."
In 1987, seeking to expand beyond the Pacific Northwest, Starbucks_proxy and Heckler Associates collaborated to create a new logo that would resonate with a broader audience. The result was a departure from the nautical theme, marking the beginning of a new chapter in Starbucks' visual identity.
The New Siren: Concept and Design
The 1987 logo introduced a more stylized, abstract representation of the circular mermaid figure. The siren appeared in a simpler, two-tailed form, with her hands around her hips and her tail swirling. The design dropped the detailed hair and wave pattern, opting for a clean, minimalist aesthetic. This shift signified Starbucks' desire to present a more accessible, approachable image to new customers.
One of the most notable changes was the color palette. The original brown and black color scheme was replaced with a vibrant, attention-grabbing green, which has become synonymous with Starbucks today. The switch aimed to convey the company's fresh, energetic approach to coffee while standing out against competitors.
The Typography Update
In addition to the logo itself, the 1987 redesign also saw changes to the Starbucks wordmark. The SF Exponent, a typeface inspired by 19th-century woodcuts, was introduced to replace the previous logo's outdated, drop-shadowed text. This new font, with its sturdy, hand-lettered aesthetic, aligned with the logo's updated medieval theme, recalling the traditional craftsmanship of brewing and serving coffee.
The "Starbucks" text was now written in a single line, with a consistent, sophisticated serif typeface, reflecting the company's refined identity and signaling its ambitions to become a respected national brand.
The Impact and Legacy of the 1987 Starbucks Logo
The 1987 logo marked a critical turning point in Starbucks' marketing strategy. It distanced the company from its original nautical roots, signaling its intention to expand and become a timeless, accessible brand. This redesign coincided with Starbucks' aggressive national growth phase, with the number of stores expanding from just 86 in 1987 to over 2,000 by 1996.
The 1987 logo also laid the foundation for later iterations, establishing the green siren as the company's primary visual identifier. As Starbucks continued to evolve, so too did its logo, with further refinements in 2011 and 2018. Yet, the essential elements of the 1987 design - the circular siren, the green color, and the simple, descriptive font - remain recognizable today.
In recent years, Starbucks has embraced its role as a global cultural terminus, fostering connection and community through its stores and products. The original 1987 logo, though not the final form for Starbucks, showcases the brand's ability to adapt, evolve, and maintain a strong, cohesive identity.