Many of us recognize the Starbucks siren as the green vixen that entices thirsty customers into her establishments, charming coffee enthusiasts with her magical brew and tempting fragrances.
And, while she instantly instills a desire for coffee with her promise of the ideal blend, there are a few little things that make the two-tailed mermaid delightfully flawed. When Starbucks first opened in Seattle’s Pike Place Market in 1971, the founders were seeking a name and emblem that emphasized adventure and the maritime history of early coffee sellers.
After contemplating names like Pequod, the whaling ship from “Moby-Dick,” the firm decided on Starbucks, which was inspired by the first mate in Herman Melville’s novel. This marine motif inspired the use of a twin-tailed mermaid, or siren, as the logo, representing the attraction and mystery of the sea.
“This is the siren. She’s not a real person, yet we think of her as such. She is the most visible representation of our brand.” She’s the face of it,” says Steve Murray, a creative director at Starbucks’ Global Creative Studio. “The siren is like a super mermaid. A mermaid with one tail is just a regular mermaid.” (Sorry, Ariel).”
The initial logo was a dark, monochromatic depiction of the bare-breasted siren, which reflected the earthy tones of coffee. However, when Starbucks expanded in 1987, the logo underwent a redesign, and the terrifying monster became less menacing. The color changed to a brilliant green, which represented growth, freshness, and the brand’s dedication to excellence. Additionally, the stylist styled the siren’s hair to conceal her breasts, enhancing the image’s modesty and aligning it with evolving societal norms.
Another makeover.
By 1992, Starbucks had become a household name, necessitating another logo redesign. This time, the siren’s face was the focal point, with her torso cropped off to create a more personal and familiar image. Only the tips of her tails, which she still grasped in both hands, were visible.
She speaks for herself.
Starbucks debuted a striking new logo to commemorate its 40th anniversary in 2011. The corporate name has been deleted, leaving only the siren to identify the brand.
“I hope when people see the siren on their cup, of course it’s going to stand for what they’re going to get from Starbucks,” Murray said of the internationally famous emblem. “If the siren is on that cup of coffee, it’s going to be awesome.”
Making her more ‘human.’
This basic design represented Starbucks’ growth beyond coffee, embracing a larger variety of products and experiences. The siren’s expression was improved further, making her look more real and accessible.
Speaking of the siren’s face, there’s an intriguing aspect that many people may overlook. While the logo’s design strives for symmetry, a small asymmetry was purposefully added to make the siren look more human and less like a “perfectly cut mask.” She couldn’t be “perfect, like Barbie”; therefore, a tiny imperfection added character and warmth to the design, making her more appealing to customers.
Connie Birdsall, global creative director, tells Fast Company that the design team had to “step back and put some humanity back” in the siren’s face. “The imperfection was important to making her really successful as a mark,” she told me.
“In the end, the drawing’s face has a small asymmetry. It has a little more shade on the right side of the face,” adds design colleague Bogdan Geana. “It felt a bit more human and felt less like a perfectly cut mask.”
The siren you see today is asymmetrical, but you must look very closely to notice the flaws. Her right brow appears longer due to the increased shadowing, and her nose dips lower on the right as well.
Can you see it now that you know?
The Starbucks logo is more than just a green circle with a siren; it represents the brand’s journey, ideals, and relationship to its consumers. Next time you drink your favorite beverage, take a moment to enjoy the rich history and secret stories behind the famous two-tailed mermaid.
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