Introduction
Introduction
The Starbucks logo is one of the most recognizable symbols in the world. But it didn’t always look the way it does today. The Starbucks logo evolution spans more than 50 years, from its original 1971 mermaid design to the modern siren we see on every cup.
In this article, we’ll trace the Starbucks logo history across four major redesigns, explain the meaning behind the siren, and highlight lessons you can apply when creating your own brand identity.
Want to learn about some other successful brand logos? Check out this post.
The History of the Starbucks Logo
The Original 1971 Starbucks Logo (Coffee, Tea, Spices)
Established in 1971 by a group of friends and coffee aficionados, Gordon Bowker, Jerry Baldwin, and Zev Siegel, Starbucks originally sold mainly coffee beans and coffee-making equipment. However, since then, the company has undergone some large ownership changes, which have affected both its products and logo. Let’s see how it happened.
Since the company was established in Seattle, the owners took great inspiration from the city’s maritime history while they were designing the logo (the brand’s name, after all, got inspiration from Moby Dick). The original Starbucks logo in 1971 was black and white (and later brown) and featured a two-tailed mermaid on the walls of Starbucks coffee shops, encircled by the name of the company “Starbucks: Coffee, Tea, Spices”.
The idea behind the logo was that it was believed that sirens lured sailors with their beautiful voices to a shipwreck off the coast. Drawing on this as inspiration, the founders wanted to give off the idea that Starbucks seduces coffee lovers.
Starbucks needed some help with marketing, so they hired Howard Schultz. Off the back of a trip to Italy, Schultz was inspired by the country’s coffee culture, suggesting that the Starbucks team begin selling espresso-based drinks. But the founders didn’t take to this idea, and Schultz ended up leaving the company and starting his own business, Il Giornale.
Il Giornale’s green logo was quite similar to Starbucks’, portraying the Roman God Mercury, who represented speed and efficiency.
The 1987 Starbucks Rebrand (The Green Siren)
Right before 1987, Starbucks’ co-founder Zev Siegel left the company. Having struggled to come to an agreement about where the brand was going, Bowker and Baldwin decided to sell the company to Schultz, which is when a lot of big changes began.
Terry Heckler was the original Starbucks logo’s creator. To represent the merger of the two companies and the growth of Starbucks as a brand, Heckler united the two logos. He redesigned the mermaid’s appearance, making it more refined and modern. The bare-breasted siren was considered to be too revealing, which is why Heckler covered her body with luscious long hair. The brown colour scheme was dropped and replaced with Il Giornale’s fresh green. The name also changed to simply “Starbucks Coffee”.
The 1992 Logo Update (A Close-Up View)
In 1992, the logo changed again, and the mermaid’s face got up close and personal. Starbucks’ logo designers cropped out her navel but kept the tails on her sides. This new logo remained unaltered until 2011.
The 2011 Modern Logo
In 2011, the company decided to remove its name from the logo and let the mermaid appear on her own.
Schultz commented on the change: “We’ve allowed her [the mermaid] to come out of the circle in a way that I think gives us the freedom and flexibility to think beyond coffee.” The logo demonstrates Starbucks’ evolution as a brand – at this point, it’s a brand that doesn’t need the brand name to visually signal what it sells – it’s a household name. On top of that, the brand doesn’t want to limit itself, which we’ve seen through its extensive food and beverage ranges.
What’s interesting to note is that the siren herself also had some changes. When the team of designers created the new logo, they wanted to make the mermaid’s face perfectly symmetrical to demonstrate the unequivocal beauty of the mythical creature. But soon they realized that she looked too symmetrical, to the point that it verged on “creepy”. Consequently, one of the mermaid’s eyes got a slight shadow, which gave her a sense of asymmetry. The designers explain that this “imperfection” helped the siren look more approachable and human.
It’s fascinating to track how the logos of famous brands and companies have changed through the years. The history behind the brand and the evolution of the Starbucks logo shows that a well-designed visual brand and logo can contribute to a brand’s future success.
What Does the Starbucks Logo Mean?
The Starbucks logo has always been more than a decorative symbol:
- The Siren: A nod to mythology, representing allure and attraction.
- The Green Color: Symbolizes growth, freshness, and prosperity.
- Evolution Over Time: Each redesign reflects Starbucks’ growth — from a Seattle coffee shop to a worldwide lifestyle brand.
In essence, the Starbucks siren embodies both the brand’s maritime roots and its ability to “seduce” customers into an experience, not just a product.
Why the Starbucks Logo Works as Branding
The Starbucks logo is a masterclass in brand design because:
- It’s instantly recognizable — even without the name.
- It’s flexible — working across cups, stores, and merchandise.
- It carries emotional meaning — signaling lifestyle, community, and even social identity.
- It evolved strategically — reflecting the company’s growth and ambitions without alienating loyal customers.
Lessons for Your Own Logo Design
Starbucks’ journey offers lessons for any brand thinking about identity and design:
- Logos evolve with your brand. Don’t be afraid to modernize while keeping core symbolism.
- Imperfections make logos human. Starbucks intentionally kept slight asymmetry in the siren’s face to feel more authentic.
- Simplicity wins. Over time, Starbucks stripped away detail and even its name — because strong logos don’t always need words.
- Test before you launch. A logo redesign can make or break perception. Testing ensures your design resonates before rolling it out.
FAQs About the Starbucks Logo
When was the Starbucks logo created?
The first Starbucks logo was designed in 1971 when the company was founded in Seattle.
Why is the Starbucks logo a siren?
The siren, or two-tailed mermaid, symbolizes allure and attraction. It ties to Seattle’s maritime roots and the idea of “luring” coffee lovers.
How many times has the Starbucks logo changed?
The Starbucks logo has gone through four major redesigns: 1971, 1987, 1992, and 2011.
What does the green color mean in the Starbucks logo?
The green represents freshness, growth, and prosperity — aligning with the company’s mission and expansion.