Ever wondered why Starbucks, the global coffeehouse giant, decided to change its logo in 1987? It wasn't just a spur-of-the-moment decision; it was part of a strategic evolution aimed at enhancing the brand's image and reflecting its growth. Let's delve into the reasons behind this iconic rebranding.
Before diving into the 1987 change, it's essential to understand Starbucks' initial logo, designed by Terry Heckler, the company's first branding consultant. Introduced in 1971, the original logo featured a Spartan woman, symbolizing the company's orientation towards Greek mythology and its owners' classic literature background. However, as Starbucks began to expand beyond its Seattle roots, the need arose for a more universal and modern logo.
Expansion and the Need for a New Identity
By the mid-1980s, Starbucks had grown significantly, with over 100 stores mainly concentrated in the North American West Coast. The company's founders, Howard Schultz, Gordon Bowker, and Jerry Baldwin, envisioned further expansion, targeting major cities across the United States and even internationally. The original logo, while charming, lacked the versatility and recognizability required for a global brand.
Moreover, the extensive use of Greek text and symbols in the original logo made it inaccessible to consumers unfamiliar with the language. Starbucks needed a logo that was not only aesthetically pleasing but also universally understandable, reflecting the company's new, broader customer base.
Creating a New Visual Language
To create a new visual identity, Starbucks turned to Lippincott & Margulies, a renowned New York branding agency. The goal was to develop a logo that embodied Starbucks' core values and reflected the company's growth into a global venture. The new logo had to be simple, versatile, and instantly recognizable, yet rich in meaning to resonate with coffee enthusiasts.
After intensive research and brainstorming, Lippincott & Margulies presented Starbucks with a new concept: a crowned mermaid (siren) with her tail twirling around a circular compass. This design captured various aspects of Starbucks' identity, from the classic mythological roots to its new global aspirations. The compass, particularly, signified direction, exploration, and growth, reflecting the company's expanding horizons.
_retaining Familiar Elements
Despite the radical change in design, the 1987 logo still retained some familiar elements from the original. The green surrounding the siren in the new logo paid homage to the original green background of the Spartan woman. Additionally, the use of the mermaid or siren form maintained a connection to the original logo, providing continuity with the brand's past while thrusting it into the future.
The name "Starbucks" itself remained unchanged, appearing in a bold, full-serif typeface immediately below the siren. This decisione assured customers that the core product and values they knew and loved were still at the heart of the company, even as it evolved.
The New Logo's Impact on Starbucks' Growth
The 1987 logo redesign coincided with a pivotal moment in Starbucks' history—its initial public offering (IPO) on the stock market. The new, more versatile and universally-understood logo helped cement Starbucks' image as a global brand ready for international expansion. It also emphasized the company's commitment to quality and passion for coffee, making it a symbol of trust and reliability for customers worldwide.
The new logo was just one element in a comprehensive rebranding effort that included refocusing store design, emphasizing coffee quality, and standardizing the customer experience. These initiatives, amplified by the powerful symbol of the double-tailed mermaid, helped Starbucks solidify its position as a leading player in the global coffee industry.
Today, the 1987 Starbucks logo remains iconic, synonymous with high-quality coffee and a consistent customer experience. Its timeless design, easily adaptable to various formats and media, has become a symbol of brand unity and recognition worldwide. As Starbucks continues to grow, its commitment to communicating its values and story through strategic branding initiatives ensures that the legacy of the 1987 logo remains a cornerstone of its success.