While there are many conspiracy theories out there on the internet regarding the true meaning of the siren, the designers wanted to keep its mythical and mysterious appeal. However, the most common belief about it is that the siren represents obsession, addiction, and entrapment. According to Greek mythology, sirens were known to be the less favored creatures when compared to mermaids. Due to their presumed dangerous characteristics, this may have been the reason why designers decided to enhance the femininity and softness of the siren icon.
In the latest design, Lippincott wanted to humanize the siren. As symmetry was known to be a defining rule of human beauty, the designer decided to go against that by adding asymmetry instead. Designers believed that at the end of the day, people are not attracted to human perfection, which was why they decided to retain the asymmetry. When Starbucks was first established in the year , it was initially named Pequod.
According to these stories, it was assumed that sirens were creatures that lured sailors in order to attack and devour them off the coast of an island in the South Pacific. Originally, the logo was designed with the main image being a topless siren with a double fishtail and a fully visible navel. This was coupled with a circular ring that surrounded the figure in coffee-brown color. The green, black, and white color scheme were introduced in this version to represent growth, freshness, and prosperity of Starbucks.
Different from the original design, the full body of the siren was no longer visible. The figure became enlarged and its hair appeared to be covering up most of its body. The third version of the Starbucks logo is comprised of an even more close-up view of the siren.
Its torso has completely disappeared out of the frame while its twin-tail still remained visible. However, this Starbucks ring logo design became problematic for the company as it was considered to be too easily replicable. Other countries around the world were copying and using the same logo design for their knock-off versions of Starbucks which made it harder for some consumers to be able to tell the fake and the real logos apart.
The moon, perhaps? Your iris? An orange? It is a common, natural shape of unmodified elements of the world. Circles do not have any edges and they do not have a beginning or an end, which adds an element of freedom and infinity. While design elements such as color, shape and font choices DO matter and can represent a grand myriad of important concepts about a company without a single word exchanged, the Starbucks logo sends another clear message: your logo can be whatever you want, and you can still make money doing what you do.
You can even build what was small coffee, tea, and spice company with a naked mermaid for a logo into a company that has a million dollar marketing budget. The meaning is there, and so is the thought. While the mission of Starbucks may change over time, the mermaid — with a green circular design — is probably here to stay, and we can look forward to many more smiling cups.
Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. Abroad, the logo was equally problematic. That circle was so prominent that it drew your attention above all other elements, which allowed knock-off coffee shops to change minor bits of the logo to fool consumers new to the brand.
The design was very replicable, and it was hard to police because it fooled your eye. Make her the face of the company. Re-color her from black to Starbucks green.
They were unnecessary. As a true woodcut—literally carved from wood and stamped—the Siren in the donut logo was a little rough for a modern corporate brand. So Lippincott began her makeover. But now that they were defining the drawing better, they also had to define the Siren better. She now existed at such a high resolution that you could really inspect her personality.
So the designers began to question just who the Siren should be, because that Siren would literally be the face of Starbucks. She likes attention, what can we say? With their passion for bold, great tasting coffee, our partners and customers inspired Anniversary Blend.
Anniversary Blend was available online and at participating stores for a limited time. Add a bit of coffeehouse ambiance to your next video meeting with a collection of virtual backgrounds you can download from Starbucks to match every mood. Here are five tips from Starbucks baristas to lighten up your favorite handcrafted beverages.
Who is the Starbucks Siren? Read More Starbucks Holiday Highlights.
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