As an expert in branding and corporate identity, I can provide an insightful analysis of the Starbucks logo and the significance of its two tails. The Starbucks logo, with its distinctive mermaid or siren figure, is one of the most recognizable symbols in the world. The design has evolved over the years, but the essence of the siren with two tails has remained a constant feature. Let's delve into the history and meaning behind this iconic logo.
Step 1: English Answer
The Starbucks logo features a two-tailed siren, which is a nod to the company's origins and its maritime-inspired theme. The siren, a mythological creature from Greek mythology, is often depicted as a seductive and enchanting being that lures sailors with her song. The choice of a siren for the logo was a deliberate one, meant to capture the allure and appeal of coffee, much like the mythical creature's song.
The original Starbucks logo, designed in 1971 by Terry Heckler, was inspired by an old sixteenth-century Norse woodcut. The image of the siren was adapted from this woodcut, and the two tails were a part of the original design. According to Howard Schultz, Starbucks' former CEO, Terry Heckler spent considerable time studying old marine books to come up with a logo that would be as seductive as coffee itself. The two-tailed mermaid was chosen for its dual symbolism: it represents both the allure of the sea and the allure of coffee.
The dual tails of the siren also serve a practical purpose in the logo's design. They create a sense of balance and symmetry, which is aesthetically pleasing and memorable. The tails are often seen as a symbol of movement and fluidity, which can be associated with the flow of ideas and the dynamic nature of the coffee industry. Moreover, the tails can also represent the dual nature of the Starbucks brand: it is both a place for relaxation and a hub for social interaction.
Over the years, the Starbucks logo has undergone several revisions. The original logo featured a bare-breasted siren, which was later covered up to make the logo more family-friendly. Despite these changes, the two tails have remained a part of the logo, signifying the brand's commitment to its roots and its maritime heritage.
In summary, the two tails of the Starbucks siren logo are a reflection of the brand's origins, its connection to the sea, and its commitment to a design that is both alluring and memorable. The logo's evolution over time demonstrates the company's ability to adapt while maintaining a strong connection to its core identity.
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Starbucks' CEO Howard Shultz wrote: Terry [Heckler] also pored over old marine books until he came up with a logo based on an old sixteenth-century Norse woodcut: a two-tailed mermaid, or siren... That early siren, bare-breasted and Rubenesque, was supposed to be as seductive as coffee itself.read more >>