The Starbucks logo is one of the most recognizable emblems in the world, greeting millions of coffee lovers every day. But did you know that the iconic logo hides a subtle secret most people never notice? While the Siren’s face looks perfectly symmetrical at first glance, a closer inspection reveals a fascinating detail. Let’s dive into the story behind this hidden feature and why it makes the logo so unique.
The Starbucks logo has undergone several changes since the company’s founding in 1971. The original logo featured a brown color and a double-tailed mermaid, also known as a Siren, inspired by nautical themes and Herman Melville’s Moby Dick. In 1987, the color shifted to the now-familiar green, and by 1992, the logo was modernized as Starbucks became a public company.1 However, the most significant change came in 2011, when the words “Starbucks Coffee” were removed, and the Siren’s face became the sole focus of the logo.2
The Siren’s Symbolism
The Siren in the Starbucks logo is more than just a pretty face. Starbucks chose the Siren to symbolize the seductive allure of coffee, drawing customers in just like the Sirens of mythology lured sailors to their doom. But as Starbucks aimed to expand its offerings beyond coffee and reach new markets, they knew the Siren would need to evolve to better reflect the brand’s broader ambitions.3
The Imperfection
subtlety on a starbucks sleeve
Credit: Unsplash
When the global branding team at Lippincott set out to redesign the Starbucks logo in 2011, they wanted the Siren to represent confidence, allure, and approachability. Initially, they crafted a symmetrical, flawless version of the Siren’s face, but something felt off. “She was uncannily beautiful, a bit creepy, to be honest,” recalled creative director Connie Birdsall. The Siren’s perfect symmetry made her look unnatural, almost robotic.
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