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Starbucks Logos

Starbucks Logos Starbucks has been using the company’s familiar predominantly green logo of a mermaid encircled by the words “Starbucks Coffee.” However, because the green Starbucks logo is too pervasive, switching to the retro version was an immediate attention grabber. Starbucks is using a special brown logo to evoke the chain’s beginning and restore some of the goodwill for the brand. The change was not permanent, the retro version was being used temporaily. Brown is certainly a color that represents coffee but why change such a successful corporate symbol that everyone knows?

The image of the twin-tailed Greek mermaid was originally designed back in 1971 and the logo has evolved over the years going from brown to green in 1987. Back in 2006, the image of the twin-tailed Greek mermaid was revived to mark the chain’s 35th anniverysary. The purpose of the logo was to restore some of the goodwill and warm feelings for the brand that have been struggled with increased coffee prices, machine-made lattes, and bad press. Sometimes, Old logo can engender a brand’s story and history.

Looking at the retro Starbucks logo seems lack of harmony because Starbucks’ iconic logo is green and the company’s familiar logo is incredibly great. Starbucks’ logo is distinctive, iconic, and recognizable. When people see a flash of green on a white coffee cup from the street, they will immediately notice it is a Starbucks. Most companies can only dream about that kind of brand visibility.

The color of the twin-tailed Greek mermaid is very muddy and almost makes the cup look like it came from another company. The color seemed so much less distinguished than the green, and the green communicates both friendlier and incresed upscale image. In my opinion, the retro version is to draw attention and the logo is somewhat disruptive. The sketched representation clearly showing the mermaid’s breasts is a little too much skin.

In the originial logo, the twin-tailed Greek mermaid showed her navel and bare breast but in 2006, when the logo was restored, the company received a lot of complaints about the decency of the logo. Therefore, the twin-tailed Greek mermaid grew her long hair to cover her indecency.

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http://contexts.org/socimages/files/2008/06/media-starbucks-logo1.jpg

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