Starbucks. At the brand’s core is the Starbucks siren

1. Starbucks

Alice Morgun

2.

At the brand’s core is
the Starbucks siren. The
bare-breasted, twotailed mermaid, or
siren, is intended to be
as seductive as the
coffee itself. It is based
on an old sixteenthcentury Norse woodcut.

3. The Challenges Faced

4.

“Starbucks wanted the new logo
and visual identity system to say
as much about its future as it
did about its past. Past the
logo, they wanted a program
that afforded them the freedom
and flexibility to explore new
product, regional and
experience opportunities, while
keeping them in step with their
current and future customers.”

5. The Process

6.

Each visual approach
included direction for logo
usage, pattern, graphic,
typography, illustration,
imagery, color, form,
material, layout and
language.

7. How the Logo and Packaging Have Evolved

8.

In 1986, Howard Schultz
started his own company,
called Il Giornale. Their
original logo still serves as
inspiration in Starbucks’ logo
today.

9.

The Starbucks siren
remained, but was cleaned
up, made more
contemporary, and featured
in front of a black
background, allowing it to
jump to the forefront.

10.

In 2008, Starbucks
attempted to take a
leap into the future,
but instead, fell further
into the past.

11. Where They’re At Today

12.

In 2011, Starbucks
introduced a new
identity, branding,
and logo, going back
to their original
green success.

13.

Today, the coffeehouse
offers much more than just
coffee. Their teas,
handcrafted beverages, ice
creams, fresh food,
packaged goods, consumer
products, and merchandise
have amassed a multi-billion
dollar empire.