![]() ![]() Someone once said : Get up and smell the coffee. When we talk about coffee, the first thing that is sure to pop into every coffee lover’s mind is Starbucks, which is one of the best coffee shops. Its style also changed with the company’s brand. But, the brand’s modern simple mermaid logo wasn’t identical in its first stage. From the beginning it has been able to play an integral part in the expansion of the company. ![]() Nowadays, everyone knows Starbucks the logo and brand as an indication of a reliable coffee brand. ![]() It began with a humble beginning and grew its reach gradually. The original black and white logo focused on the mermaid and the fact that Starbucks sells more than coffee.“Starbucks is a huge brand of brewed coffee with its outlets in every part of the globe. In 1971, Starbucks began selling coffee beans in Seattle’s Pike Place Market. Operating in more than 55 countries, the international coffeehouse has a very broad clientele they need to appeal to. One of the ongoing challenges faced by the creative team includes finding a design and branding that will appeal to people worldwide. ![]() 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.” It is based on an old sixteenth-century Norse woodcut.Īs the world’s largest roaster and retailer of specialty coffee, Starbucks has an impressive internal Global Creative team that worked with Lippincott to create the brand and brand redesigns we all know and love today.Īccording to the Lippincott case study, “Starbucks wanted the new logo and visual identity system to say as much about its future as it did about its past. The bare-breasted, two-tailed mermaid, or siren, is intended to be as seductive as the coffee itself. Can you imagine a Pequod on every street corner or picking up the Pequod house blend every morning? Doesn’t have quite the same ring to it.Īt the brand’s core is the Starbucks siren. The founders originally intended on naming the coffeehouse “Pequod”, after Ahab’s whaleship. It is named after Starbuck, the first mate in Moby Dick. Starbucks has a nautical theme running throughout its name, branding, and logo that helps capture the spirit of its story. Their logo, presence, and branding have met the challenges well and helped create one of the most recognizable brands in the world. Selling some of the most popular and beloved coffee in the world can put tremendous pressure on a brand to maintain a certain image. Founded in 1971 in Seattle, Starbucks has undergone some of the most well-known brand redesigns in history. ![]()
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