Starbucks Logo Evolution - Modernizing the Vintage

Overview and History

A scintillating cup of coffee can easily liven up a dull day and or a drowsy morning. The go to brand to procure a cup of coffee in today’s world is Starbucks. Operating in more than 55 countries, it has unwaveringly established itself as a household name across the world. What’s fascinating is how Starbucks has transcended beyond just coffee to garner a multi-billion-dollar empire selling teas, handcrafted beverages, ice creams, packaged foods and much more.

The company was founded by Jerry Baldwin, an English teacher, Zev Siegel, a history teacher and Gordon Bowker, a writer with the aim to sell roasted coffee beans at the first Starbucks store in Seattle, Washington in 1971. How the name ‘Starbucks’ came to be has some interesting theories, one of them being that it was named after a town called ‘Starbo’. Another plausible theory is that initially, it was named ‘Pequod’ after a whaling ship in the classic, Moby Dick. However, soon it was changed to ‘Starbuck’, the chief mate on Pequod.

In 1986, Howard Schultz, a businessman tried to convince the owners to add Espresso drinks on the menu. However, they rejected his idea leading Schultz to start his own company, called IL Giornale. A year later, they decided to sell the company and Schultz merged the two companies to unveil Starbucks, a brand which sold handmade espresso beverages too. Schultz was one of the major contributors towards the exponential growth of the brand with Starbucks stores in nearly 140 locations by 1992, merely 6 years after him taking over.

Logo Evolution

The nautical theme in the brand has been evident since its inception owing to its name and the geographical location of its genesis: Seattle, a port. The first logo conceptualized was based on an old sixteenth century Norse woodcut of a ‘twin-tailed mermaid’ or a ‘siren’. The siren in Greek mythology is supposed to lure sailors to shipwreck. The image, therefore, acted as a metaphor of coffee being as seductive as the bare breasted mermaid which could entice customers.

The logo, in the form of an emblem featured the controversial image of the mermaid, surrounded by the name of the company, ‘Starbucks Coffee, tea and spices’. An earthy shade of brown was used which is a colour often associated with stimulating appetite, nature, nurture and stability.

The next crucial change in the logo occurred in 1987 when Schultz took over. Terry Heckler, the designer who contributed to the new logo heavily took inspiration from maritime visuals and effectively melded the Starbucks and Schultz’s company IL Giornale’s existing logo. What resulted from this amalgamation was a vibrant, fresh and a contemporary outcome. The colours shifted to a Kelly green which symbolised growth and prosperity. The mermaid sketch was reduced to a much cleaner pictorial representation of the same.

In 1992, the logo was renewed to change the black outer strip to make a completely green version. This aligned with Starbucks’s mission statement which is, “Inspire and nurture the human spirit.” A font with a lower weight was used with the mermaid visual cropped and focused on. These simple changes drastically made the logo more aesthetically pleasing and modern.

Current Logo

In 2011, the company on its 40th anniversary decided to revamp its logo by partnering with Lippincott, a global creative consultancy. After conducting many different interviews and in depth research, the team presented a logo which was met with harsh radical responses. This design revolution mainly consisted of eliminating the outer strip, keeping the visual of the siren in a sprightly green colour at the forefront. Wider bigger lines were used with a smoother and a flowy aesthetic.

The usage of a circular shape for the logo emanates a sense of liberation and freedom, symbolizing how there is no definite end to the growth of the brand, with Starbucks seeping into every nook and cranny of the world. Application of green, an earthy natural tone indicates overall good health and prosperity.

Though Starbucks has been a brand which thrives on selling coffee in a physical space, its eruption and magnification in the digital era is quite fascinating. It was one of the first companies to sell coffee through its app and sell gift cards through the Twitter hashtag. One of the major reasons behind its adaptability in the digital realm has been the malleability and distinctiveness of the logo.

The current Starbucks logo has essentially modernized a vintage looking motif into an incredibly striking and distinct visual. Moreover, the logo has transcended beyond being a simple reference of the brand to an actual symbol of status. It is often used by people to brag about their socioeconomic class. Can Akdeniz, a management consultant and business speaker says, “Starbucks cups have become part of the cultural backdrop, an unconscious reminder that the brand exists. It’s an extremely powerful piece of packaging”