Starbucks, the global coffeehouse chain, has evolved its logo significantly since its founding in 1971. Each iteration reflects the company's growth, changes in target market, and corporate strategy. Let's explore the comprehensive timeline of Starbucks logos.
The first Starbucks logo was inspired by the Norse twin-tailed mermaid or siren from an old marine book, "Herman Melville's Moby Dick." The original logo featured the siren, nestled in a naked mermaid's tail, with twoSirens on either side, overall symbolizing Starbucks' initial focus on brewing coffee beans from exotic places worldwide.
The Evolution of the Logo (1971 - 1987)
In 1971, Starbucks opened its first store in Seattle's Pike Place Market. The logo design by Jerry Baldwin, Gordon Bowker, and Zev Siegl, reflected their passion for Moby-Dick and evinced their commitment to sourcing high-quality, exotic coffee beans.
The simplicity and uniqueness of the first logo helped establish Starbucks as a distinctive brand in the local market. However, as the company expanded, the logo underwent modifications to cater to a broader, less niche market.
The 1971 Logo: A Siren and Coffee
The initial Starbucks logo was a breathtakingly beautiful, hand-drawn mermaid symbol. The illustration showcased a two-tailed siren with symbols for coffee and coffee beans at the siren's eyes and tail. The logo radiated an aura of mystique, allure, and exclusivity, reflecting the company's focus on high-quality, exotic coffee.
However, the nudity of the siren was seen as controversial. Consequently, the logo underwent several iterations, with the siren's nakedness being the primary point of contention.
The 1987 Logo: Clothing the Siren
In 1987, under Howard Schultz's leadership, the logo was revamped. The siren got a green and brown, ahem, 'outer layer.' The crown on the siren's head was also made more prominent, and the words "Coffee Tea Spices Mints" were added around the perimeter in off-white lettering.
Schultz's vision expanded Starbucks' focus from just coffee to encompass other beverages and spices, hence the modifications. The updated logo also aimed to reduce the controversy surrounding the siren's nudity.
The Logo Transformation (1992 - Present)
The Starbucks logo has continued to evolve, with a streamlined simplicity and a more prominent focus on corporate identity.
In 1992, Starbucks introduced a 100% green version of the logo, conceded that it had made a mistake with the 1987 dress-up, and went back to the original design. The text was moved to the bottom of the logo, coining the name 'Siren Logo' for this variant.
The 1992 Logo: Green and Simple
The 1992 logo focused more on the siren, with the coffee, tea, and spice elements removed. The words "Starbucks Coffee" were moved to the logo's bottom, in an off-white, sans-serif font. This revision signified a return to the original iconic siren symbol and a firmer brand establishment.
The green color also subtly tied in with the Italian heritage of espresso, symbolizing the company's connection with the world's coffee cultures.
The 2011 Logo: A Simplified Siren
In 2011, Starbucks once again revamped its logo for the first time in over a decade. This modernization stripped away the name and opted for a more minimal yet classy look: just the iconic siren silhouette on an off-white circle.
The 2011 logo premiered on Starbucks' website, with other platforms following suit. This silhouette served as a symbol of the company's evolution and also emphasized the iconic meaning of the siren in their branding.
Today, Starbucks continues to refine and solidify its brand identity. The logo no longer includes the company's name, further demonstrating its iconic status in the global coffee landscape. Despite the changes, the siren remains a constant reminder of Starbucks' commitment to quality, adventure, and the romance of coffee.