Tucked away in New York City's raw and rugged West Broadway lies the story of Starbucks' genesis - not at a lavish headquarters, but in a simple, second-hand German coffee maker. It was here that Gordon Bowker, Jerry Baldwin, and zealous coffee enthusiast, Howard Schultz, opened Starbucks first store in 1971. But it's not the coffee beans that shroud this tale in intrigue; it's the tale of the company's iconic name and logo.
Before delving into the origins of the Starbucks' name and logo, let's first set the stage. Starbucks wasn't initially named 'Starbucks'. The trio began with the eccentric 'Starbucks Coffee, Tea and Spices'. The name was inspired by the first mate from Herman Melville's classic novel, Moby Dick, Starbuck. Even then, the name was chosen to evoke the romance of the high seas and the exotic origins of the coffee they sold. But over time, Starbucks evolved into a coffee-centric company, leading to a name change.
The Evolution of Starbucks' Name
In 1987, Howard Schultz - then just a shareholder and not-yet the CEO - purchased the company. He decided to rebrand and rename it. With the fresh start, he wanted to explore other potential names. But after a ton of brainstorming, the original name Starbucks always remained a frontrunner. It seems we've reached the 'tails' end of where the original name 'Starbucks' came from, and the story leaves us high and dry on this particular detail.
A Whale of a Tale
The name 'Starbucks' isn't just about the sea; it's also about the mighty whale. Schultz was captivated by the image of a signet ring found on page 64 of Moby Dick, depicting a whale throwing a coiled line around its tail. The design was deeply symbolic for Schultz, representing the Klondike gold-rush spirit, and he would use this image in the Starbucks logo.
Starbucks hired Seattle-based design firm Drax Visual Communications in 1971 to design their first logo. Drax further developed the original concept by stylizing a mythical half-human, half-whale twiglike monster known as a 'siren' from Greek mythology. This siren beckons sea-travelers with enchanting music and voices, luring them with promises of treasure to shipwrecks. This was a direct nod to the enticing aroma of coffee, promising a rich, invigorating experience.
Two Tails on a Tale
The original logo featured the two-tail siren, but over time, the mermaid's tail transformed into legs. The two tails remained a part of the brand's history until they were officially retired in 1992. The two-tailed mermaid was replaced by the single-tailed, green haired mermaid we know today. However, the siren's watchful eyes continue to hold the same power of allure as before, drawing customers in.
The Tale of the Starbucks Logo
The evolution of the Starbucks logo is more straightforward than that of its name. The logo has gone through several transformations, not just in terms of design, but also size and color. Through all these changes, the logo has remained essentially siren-based, with variations in tail count, hair color, and fabulously stylized crowns. The color green was chosen for the logo due to its association with forest and growth, though it also subtly ties back to the sea.
From Two Tails to One
The logo's most significant evolution occurred in 1992 when the 'twin-tailed' mermaid was replaced. The modernization reduced the complexity of the design and simplified it for the contemporary consumer. Along with the design tweaks, the words 'Starbucks Coffee' were removed, reflecting the company's decision to expand beyond coffee, into the realm of tea and cafes.
A decade later, Starbucks underwent another logo redesign. The 2011 redesign removed the words around the siren and the wavy circle, making the siren the exclusive subject. The crown was also simplified, and the colors made brighter, further streamlining the logo. With every redesign, Starbucks makes a clear effort to stay relevant, responsive, and appealing to consumers without leaving their iconic siren behind.
The journey of Starbucks from a humble home in Pike Place Market in Seattle to a worldwide phenomenon is one of the most intriguing tales of entrepreneurship. Despite the inconsistencies in the past, one thing remains constant: the enchanting siren that keeps beckoning customers in with promises of rich, aroma-infused moments. And so, with every cup of coffee, the legend of Starbucks continues to brew.