The Starbucks logo as we know it today was not the original one. There were three other vision before it. The original Starbucks logo came out in 1971 when Starbucks was founded, It was brown and said Starbucks Coffee - Tea and Spices. It featured a naked two tailed mermaid , also known as a siren, in the middle of the logo. The siren is a mythical creature who was known for luring fisherman through singing. Starbucks uses the lure of female sexuality to attract customer to the coffee. In the beginning the three actual Starbucks owners wanted to name their first coffee store in Seattle " Moby's Coffee", but they realized quick that a coffee store named after a whale is not really appealing to coffee drinkers. Nevertheless, the Starbucks name still has a strong relationship with the story of Moby Dick because Starbucks was the name of the coffee drinking first mate in the novel. Additionally, there is a character named Mary Coffin Starbuck in a novel named "In the Heart of the Sea: the Epic True Story" which is inspired by Moby Dick.
However, the logo slightly change in 1987. The words coffee and spices were left out and the logo turned green. Also, some people believed that the logo was to sexually, so Howard Schultz decided to changed it by using the waves of the siren hair to hide her breast. In 1992 Starbucks modifies the image a little bit by cropping the image. Now, only parts of the siren's tail can be seen.
In 2010, Starbucks brings the siren out o the circle and drops all the words; it does not say Starbucks at all anymore. Starbucks changed the logo this time because of their 40th anniversary. According to the company, the logo marks the history of Starbucks and opens a new chapter at the same time.
"Throughout the last four decades, the Siren has been there through it all," Howard Shultz, Starbucks' president and CEO. Now, we've given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage and also ensure we remain relevant and poised for future growth,"
