AllesAmerika.com Forum

Bringing the Siren to Life

*January 05, 2011 - Posted by Mike P., senior creative manager

When we first heard about the possibility of modifying the Starbucks brand identity, our minds went wild with the possibilities. This was the project of a lifetime. The designers here at Starbucks have such a love for this brand – it’s what drives our creativity.

From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark – color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.

The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed – points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her – the Siren – we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.

The result is an evolved logo that celebrates the Siren in a much bolder way – it’s more expressive and energetic and still uses the same vibrant green circle that is so well recognized by our customers around the world.

Why is “Coffee” no longer in the name?
Our new brand identity will also eliminate ambiguity in our non-coffee products. For instance, in some of our international markets, we offer teas called “Starbucks Coffee Tea” – a label that is confusing, because there’s no coffee in it!

Why the change?
Ever since we opened our first store in 1971, Starbucks as a brand has been evolving. And as we get ready to celebrate our 40th anniversary, there’s never been a better and more exciting time in our history to move forward, to be innovative and still represent the heritage and values of our company.

epvanbeveren schreef:Hah... ik vind ook de logo van 1992, de huidige of oude dus het leukst.

Overgens heb ik een koffie kop uit Amsterdam, "Starbudds", Amsterdam coffe shop, sorry no coffee. Een variant op de Starbucks 1992 logo.