Since its 1971 founding, the Starbucks logo has changed several times. The original was a brown, double – tailed mermaid (the Siren), inspired by nautical themes and Moby – Dick. It aimed to convey mystery and adventure, representing the allure of the sea and coffee.
In 1987, it turned green, symbolizing growth and freshness. With expansion, it was refined in 1992 when the company went public. But the biggest change was in 2011, when “Starbucks Coffee” was removed, spotlighting the Siren. This let the logo represent more than just coffee as the brand diversified.
The Symbolism of the Siren
The Siren in the logo isn’t just a pretty image; she stands for coffee’s seductive appeal. Like mythical Sirens luring sailors, she represents Starbucks coffee’s irresistible pull. As the brand expanded beyond coffee, the Siren evolved to symbolize a wider range of products.
The Intentional Imperfection
In 2011, Lippincott, a branding agency, aimed to make the Siren confident, alluring, and approachable. At first, they designed a perfectly symmetrical Siren face, but it didn’t feel right. Creative director Connie Birdsall said she was “uncannily beautiful, a bit creepy.” The perfect symmetry made her seem artificial and distant, against the brand’s friendly image.
So, the team added a slight imperfection. Birdsall said this was key to the logo’s success. Adding asymmetry made the Siren more relatable and human, creating a warmer logo.
The Hidden Asymmetry
Look closely at the Siren’s face, and you’ll see it’s not perfectly symmetrical. The right side has more shading, and her nose dips lower. This detail makes the logo more human – like, less of a perfect mask. Design partner Bogdan Geana said it felt “more human and less like a perfectly cut mask” after adding the asymmetry. This change made the Siren a relatable icon for coffee lovers.