THE SUCCESS STORY OF STARBUCKS

1971 – 1987: The beginning of mermaid 

This logo represents, on brown background, a mermaid inspired by a Scandinavian engraving of the sixteenth century surrounded by the name "Starbucks" and the specialities of the shop "Coffee - Tea - Spices" that appear in the outer circle.

1987 – 1992: The fusion

Born and Starbucks Corporation. To illustrate this new step, a new logo was created in 1987 as a merger of two existing logos. On the one hand, there is the color green, the stars and typography of the logo of "Il Giornale". The other, the siren is retained but simplified. Especially, her hair now hides his chest, until a source of controversy. It is interesting to note that only the brand name and the word "Coffee" are kept to minimize the information to maximize the visual impact.

                                      

1992 – 2011: A friendly face

In 1992, the year of its IPO, Starbucks already has nearly 165 stores. The logo is slightly corrected: the face of the mermaid is put forward to emphasize her smiling and friendly side. Thus, Starbucks wants to strengthen its image of "third place" welcoming, friendly and comfortable

                                        2011 – now : one among one million

The year 2011 expresses an important shift in the image of the company. Now internationally recognized, Starbucks is betting abandon the text "Starbucks Coffee" from its logo, are highlighting the siren on a green background. This modernization is riding the wave of minimalism reflects the diversification of Starbucks (which sells now something other than coffee). Most importantly, it shows that Starbucks siren is now well in the minds of consumers and is recognizable by all.

Article written by Alice Barrois