The Starbucks logo, a familiar mermaid-tailed siren with flowing hair and a crown, has been a ubiquitous symbol for coffee lovers worldwide. However, the journey of this iconic logo is a tale of evolution, with the "old" logo having its own rich history and intrigue.
The old Starbucks logo, often referred to as the "original" or "classic" logo, is distinct from its contemporary counterpart. It was first introduced in 1971, a year after Starbucks was founded by Jerry Baldwin, Gordon Bowker, and Zev Siegl. Let's delve into the history, design, and legacy of the old Starbucks logo.
Unveiling the Old Logo: The Original Design
The original Starbucks logo was designed by Terry Heckler, the founder of Heckler Associates. It featured a front-facing, bare-breasted woman, known as a siren from Greek mythology, with her hair flowing out like the foam on a cup of coffee.
The siren, a symbol of seduction and temptation, was an intriguing choice for a coffee company. However, it was also a nod to Starbucks' early focus on selling high-quality whole bean coffee, and the siren was meant to lure customers into their stores with the promise of a delicious brew.
The Mermaid Tale: The Myth Behind the Logo
The siren in the old Starbucks logo is based on the Greek myth of the sirens. According to the legend, sirens would enchant sailors with their enchanting music and voices, luring them to shipwreck. However, the mermaid in the old logo is not a dangerous siren, but rather a friendly one, offering a steaming cup of coffee instead of treacherous rocks.
This interpretation of the siren as an inviting figure is a testament to Starbucks' commitment to creating a warm, welcoming environment for its customers. It also highlights the company's early emphasis on storytelling and myth-making, a key aspect of its brand identity even today.
The Crown and the Name: Branding Elements
The old Starbucks logo also featured a crown sitting atop the siren's head, which served as an immediate visual cue that this was a company with aspirations for greatness. The crown, along with the brand name "Starbucks" printed in bold, classic letters underneath the siren, created a strong, memorable impression.
The name "Starbucks" itself is a nod to Herman Melville's novel "Moby Dick," further underscoring the company's literary and mythical leanings. The old logo, with its literary name and mythical imagery, helped to establish Starbucks as a brand with a unique, intriguing identity.
Evolution of the Old Logo: Changes and Variants
Despite its iconic status today, the old Starbucks logo did not remain static throughout its history. There were several variations and changes made to it over the years, each reflecting the evolution of the company's brand and marketing strategies.
In 1987, Starbucks introduced a new logo that was a modified version of the old one. The siren's breasts were covered with a hizome, a green leafy corraw with plaited vine, a symbol of Starbucks' commitment to ethical sourcing. This change was a response to ongoing protests against the original logo's nudity.
From the 'Siren' to the 'Twin-tailed Mermaid'
In 1992, Starbucks introduced another variant of the old logo, now widely referred to as the "twin-tailed mermaid." In this version, the siren's hair was reimagined as two tails, one on either side of her. This change was aimed at further distanced the logo from its origins in the ancient Greek myth and making it more kid-friendly.
Despite these changes, the logo remained largely recognizable as the old Starbucks logo, thanks to the enduring appeal of the mermaid siren. The twin-tailed mermaid variant was used until 2011, when Starbucks introduced its current logo, a simplified version of the old logo that's easier to replicate across different mediums.
Today, while the old Starbucks logo has been superseded by a newer design, it continues to hold a special place in the hearts and minds of coffee lovers worldwide. It serves as a tangible link to Starbucks' past, a testament to the company's fascinating journey from a single store in Seattle to a global phenomenon.