The siren is a mythical creature whose stories tell of luring fisherman through song. Starbucks is using the lure of female sexuality to draw customers to the coffee (Brand Autopsy). This is not where hidden meaning behind the Starbucks logo ends.
Turns out this is not the first version of the Starbucks logo. Let me take you back to 1987, when the original owners ofStarbucks decided to sell their coffee shop and Howard Schultz jumped at the opportunity to buy it. He currently owned an espresso café in Seattle named Il Giornarle. The original Starbucks Logo which was a UPS brown and originally named Starbucks Coffee, Tea and Spices and featured a two-tailed mermaid, also known as a siren. The siren is a mythical creature whose stories tell of luring fishermanthrough song. Starbucks is using the lure of female sexuality to draw customers to the coffee (Brand Autopsy). This is not where hidden meaning behind the Starbucks logo ends.
Originally the owners wanted to name the coffee company "Moby's Coffee" but coffee drinkers did not positively associate coffee with a whale. However the Starbucks name still has a strong relation to Moby Dick becauseStarbucks was the name of the coffee drinking first mate in the novel. The name also brings up the idea of stardom and big bucks- two very appealing points to consumers. Still digging deeper into the full meaning of Starbucks, you can find a character named Mary Coffin Starbuck (in a novel named In the Heart of the Sea: the Epic True Story which inspired Moby Dick). When dissecting her name,associations to Mary Magdalene, death (coffin), and even sounds like "coffee" are present. This may seem like a stretch to explain Starbucks' success, but isn't a company with a market value of $20.9 billion worth analyzing? I think so.
"The mermaid/siren may be a vestige of ancient myth and folklore, but its lure is as pervasive and as powerful as ever," and can be seen through Starbucks success. However,some peoplebelieved the logo was too lurid and sexually suggestive so when Howard Schultz was combining the logos he used the waves of the siren hair to hide her breast and later cropped the image so now you can only see part of the siren's tails and no navel. Even through the progression of change, the meaning behind this symbol still seems to attract coffee drinkers everywhere. (The Mermaid)Let’s go all the way back to 1971, to when Starbucks was first coming to be. In a search for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on. Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. There was something about her – a seductive mystery mixed with a nauticaltheme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began.
Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks. For people all over the globe, she is a signal of the world’s finest coffee – and much more. She stands unbound, sharing our stories, inviting all ofus in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?
The Siren has been at the heart of the Starbucks logo for forty years. When the company was set up, the designer found a 16TH century Norse woodcut of a twin-tailed mermaid. The company founders believed she represented aseductive mystery mixed with a nautical theme and so she became the most important element of the mark. Her appearance has graphically become more sophisticated (yet simplified) with each iteration of the logo. Personally I like the new mark but I was very fond of the previous logo with the green ring, text and stars too so I’m still fully warming to it. I wonder if customers will find it as instantly...