Photoshop Assignment

Starbucks and its Siren

Starbucks has had the same logo since 1971, when the famed coffee company began selling product to the public. The Starbucks logo showcases a double tailed siren, which is supposed to represent a strong connect to the both, the company's first store in the seaport roots of Seattle, and the image it wanted to portray. The Starbucks webpage describes the image as "a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began".
The logo, although meaningful, does not represent coffee at all globally. In Seattle the image might have been accepted and understood, but globally the logo does not fit the description of a coffee house. As the years went by the logo changed slightly. the circular shape was kept, but the logo itself was changed from a neutral brownish color to a sea green color. the siren herself was also cropped. The part of the logo which focuses on the siren was enlarged, so the people concentrated more on her face, and the top part of her tail. "Starbucks Coffee" which outlined the picture of the siren was enlarged, and the "tea" part of the logo was dropped, thus giving a clearer description of who the company was as a whole. As of 2011 the logo no longer includes "Starbucks Coffee", it is comprised of merely the up close version of the siren. Because the company is so renown, it no longer needs text within its logo, those who see the green siren's face know the logo belongs to Starbucks. The company has been so successfully branded that even if the logo was changed again, people would recognize the company.