Logo Design History-Starbucks

-Meaningful image

The original Starbucks logo, designed in 1971, was followed the 15th century Norse woodcut style. The image of a mythical is two-tailed mermaid siren which is from Greek mythology. She was an alluring and irresistible female symbol. The siren's objective was a temptation that fascinates seagoing mariner with a powerful enticing song.

The symbolism of the mermaid represents the seductive quality of the coffee itself and signifies Starbucks similarly has irresistible temptation for its customers with giving special Starbucks experience.

-Simple only

Since the second version of logo, the mermaid had simplified with flowing string. Turning to the third revision, the logo displayed the image of the mermaid with a close-up view. Her navel is no longer visible and her tails on both sides are mostly obscured.

Simplicity makes a logo design easily recognizable, modern and memorable. Good logos feature something meaningful, without being “overdrawn.”

The new Starbucks logo drops the "Starbucks" and the "Coffee" from logo, and turning its symbolic mermaid into its well-known green color. Obviously, Starbucks logo becomes more simple than it have ever been.

Logo changing is not only the ambition of being power corporate identity but also expresses the new ideal that Starbucks does not offer coffee only, but a variety of products. That is the main reason why its discards the text “Coffee”.

Although brand identity is displayed by different aspects of company, the new Starbucks logo still emblems core brand identity and spirit. The logo conveys that Starbucks experience is romantic temptation by mermaid image using, offering well service by green color and providing a rich kind of products by dropping the text from logo. Changing to simple and modern logo is also a metaphor of being a high quality coffee seller.

Over the last thirty five years, the logo has undergone several significant changes, while still remaining the original theme.