The Starbucks Logo

In 2006, Valerie O’Neil, a spokesperson for Starbucks, said the logo is an image of a “two-tail mermaid, or the mermaid as it is known in Greek mythology.” The logo has been greatly optimized over the years. In the first version, the Starbucks siren was bare-chested and had a double tail fish fully visible. The image also had a rough visual texture and was compared to a melusina. Starbucks says the image is based on a “northern” woodcut from the sixteenth century, although other researchers point out that apparently is based on a 15th century woodcut in the Dictionary of J.E. Cirlot symbols.
In the second version, which was used from 1987 to 1992, her breasts were covered by her floating hair, but her navel was still visible. Isinglass was cut slightly, and the primary color changed from brown to green, a nod to the Alma Mater of the three founders, the University of San Francisco. In the third version, used between 1992 and 2011, her navel and breasts are not visible at all, and only traces of fish tails. The original “xylography” logo was moved to the Starbucks headquarters in Seattle.
In early September 2006, then again in early 2008, Starbucks temporarily reintroduced its original brown logo on hot drink paper cups. Starbucks said this was done to show the company’s heritage from the Pacific Northwest and celebrate 35 years of activity. The vintage logo has aroused some controversy in part because of the mermaid’s bare breasts, but the temporary switch received little media attention. Starbucks had aroused similar criticism when they reintroduced the vintage logo in 2006. The logo was modified when Starbucks entered the Saudi market in 2000 to remove the siren, leaving only its crown, as reported in an award-winning column Colbert I King Pulitzer in the Washington Post in 2002. The company announced three months later it would use the international logo in Saudi Arabia.
In January 2011, Starbucks announced that it would make small changes in the company’s logo, eliminating the Starbucks brand around the siren, extending the mermaid’s image and making it green.

Leave a Reply

Your email address will not be published. Required fields are marked *