The tale of Starbucks' original logo is as intriguing as the coffee it serves, steeped in character and symbolism. Before delving into the story, let's take a brief look at the company's inception. Starbucks, the global coffeehouse chain, was founded in Seattle, Washington, in 1971. The company took its name from the chief mate in Herman Melville's novel Moby-Dick, reflecting the founders' love for literature and the sea.
The company's journey from a small-scale coffee roaster to a world-renowned brand is marked by distinctive logo designs. Starbucks' first logo, created in 1971, was as unique and iconic as the company itself. It was designed in an era when bold, intricate designs were in vogue, and it perfectly encapsulated the brand's fanatical love for coffee.
Introducing the Siren: The Original Logo
The original Starbucks logo, conceived in the early 1970s, featured a nude siren encircled by the company's name and the words 'Coffee, Tea, Spices'. The siren, a mythical creature, was meant to represent the seductive lure of coffee, drawing seafaring men to her shores and into her embrace. The siren, a nod to a Norse legend where sirens lured sailors into the sea with their enchanting music and voices, was strategically placed in the middle of the circle with her twin tails blowing in the breeze.
The siren's Turning her gaze away, theittle-known fact is that the original Starbucks logo was not a random choice. The founders were inspired by a woodcut print of a Norse siren from an oldweeks. The print depicted a two-tailed siren with a ring around it, which was incorporated into the final logo design. The siren, with her long hair flowing and her clothed in barnacles and seaweed, was a homage to the ocean and the company's Seattle roots.
Why a Siren?
The choice of a siren was not arbitrary. Starbucks founders believed that the Norse seasiren represented the enticing aroma and flavor of their exotic coffee beans, luring customers into their coffee shops. Moreover, the dual-tailed siren was a symbol of good luck and fortune in Norse mythology, which the founders hoped would bring prosperity to their fledgling company.
The original logo also reflected the founders' passion for coffee. The company's name, taken from Moby-Dick, was a testament to their love for literature and the sea, while the sirens' connection to the ocean made her a fitting symbol for their coffee shops with a nautical theme.
The Circle of Connection
Encircling the siren was the company's name, 'Starbucks Coffee, Tea, Spices', written in muscular 1970s typography. The circle around the siren served two purposes. It acted as a frame to hold the various design elements together, and it also symbolized the idea of togetherness and community—a central theme at Starbucks.
The circle also underscored the company's commitment to offering a wide range of products. The phrase 'Coffee, Tea, Spices' was a nod to the diverse range of beverages and merchandise that Starbucks had to offer, from freshly brewed coffee to exotic teas and whole spices. This inclusive approach helped Starbucks differentiate itself from competitors and attract a wider customer base.
The Evolution of the Logo: Simplifying the Design
The original Starbucks logo served the company well for over a decade. However, as the company grew and expanded, it became evident that the complex design was not translating well on smaller formats, like coffee cups and merchandise. In 1987, under the guidance of the company's new CEO, Howard Schultz, Starbucks decided to simplify its logo.
The revised logo replaced the nude siren with a more demure female figure, wearing a green and gold crown. The circle and the typography were retained, but the entire design was streamlined for better readability and versatility. The new logo was a major departure from the original, yet it retained its connection to the company's historical roots.
The Demure New Siren
The updated logo featured a more modestly dressed siren, wearing a green and gold crown adorned with stars. The crown was a reference to the original logo, as was the two-tailed mermaid, though she was rendered in a more graphic style. The new siren was placed within a green ring, symbolizing the company's commitment to high-quality coffee beans from around the world.
The green ring also emphasized the company's environmental responsibility, a key part of Starbucks' corporate culture. The simplification of the design allowed the new logo to be used across various platforms, from large-scale murals to tiny espresso cups, maintaining its eye-catching appeal in all formats.
The New Typography
The updated logo also introduced a new typography for the company name. The bold, muscular fonts of the original logo were replaced with the cleaner, more modern 'Starbucks Coffee' in bold, serif letters and 'Tea' and 'Spices' in simpler, lighter fonts. This change made the logo more accessible and easier to read, reflecting the company's growth and maturity.
The typography also emphasized the company's commitment to quality. The words 'Coffee' and 'Tea' were given prominence, underscoring the company's dedication to providing high-quality beverages. The phrase 'Spices' was used to underscore the company's commitment to offering a wide range of products beyond coffee and tea.
The evolution of Starbucks' original logo reflects the company's growth and changing priorities. From a small-scale coffee roaster to a global coffeehouse chain, Starbucks has always understood the power of a compelling brand story, and its logos have been an essential part of that narrative. Even as the company has changed and adapted over the years, its commitment to quality, community, and the spirit of adventure remains constant, as embodied in the enduring image of the siren.