Identity Systems

Although I have never really looked too much into the logo for Starbucks coffee, I have always found it very attractive and it has never failed to grab my eye, even on a a fast drive by on my way home from work. However, upon research, I have learned about the thought processes and ideas that went into creating this design that I find to be a very successful logo.


The logo was originally made in 1971 in Seattle, Washington by Terry Heckler. The first version of this logo depicts the image of a “twin-tailed mermaid”, which is thought to symbolize the seductive imagery of the sea, and also intends to be as seductive as the coffee itself.

With the rapid growth in popularity of Starbucks coffee, the the logo has undergone many changes to meet the recent times of our society. However, the current Starbucks logo still retains its original Mermaid icon.

Screen Shot 2018-03-14 at 3.09.34 PM

I find the design of the Starbucks logo to be very original, its not something that is seen anywhere else, or something that can be confused with another product. The logo uses a a circle to contain the image of the iconic mermaid. Although the design only uses one color, it makes the design have a sense of simplicity yet still very satisfying. The color of the logo has become so iconic for this company that I feel as though in a list of Pantone Colors, this same green should be called “Starbucks Green” because the color alone could be associated directly with the company because it has become so well known and well recognized around the world.

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