Founded in 1971 in Seattle, Starbucks has undergone some of the most well-known brand redesigns in history. Selling some of the most popular and beloved coffee in the world can put tremendous pressure on a brand to maintain a certain image. Their logo, presence, branding, and packaging have met the challenges well and helped one of the most recognizable brands in the world.
In this blog, we explore some of the initial challenges that Starbucks faced when first establishing its brand, how their logo has changed over time, and where they are today.
How the Starbucks Logo & Packaging Have Evolved Over Time
Paying homage to its Seattle roots, Starbucks has a nautical theme running throughout its name, branding, and logo that helps capture the spirit of its story. It is named after Starbuck, the first mate in Moby Dick. The founders originally intended on naming the coffeehouse “Pequod,” after Ahab’s whaleship. Can you imagine a Pequod on every street corner or picking up a Pequod house blend every morning? Doesn’t have quite the same ring to it.
At the brand’s core is the Starbucks siren. The bare-breasted, two-tailed mermaid (or siren) is intended to be as seductive as the coffee itself. But how exactly did it all get started?
1971 – The Original Starbucks Logo
The first Starbucks logo was designed in 1971 by Terry Heckler, a Seattle-based graphic designer and partner of one of the founders. It featured a bare-breasted, twin-tailed siren encircled by the full text, “Starbucks Coffee, Tea, and Spices.” Inspired by the 16th-century Norse woodcut illustrations of sea sirens, the logo evokes allure, maritime adventure, and the mystique of a hearty brew. More than honoring its maritime origins, the siren symbolizes the seductive pull of the brand, reinforcing Starbucks’ identity as a purveyor of quality coffee steeped in history as rich as its coffee blends.
1986/1987 – Il Giornale & The Transition
In 1986, Howard Schultz tried convincing Starbucks to add espresso drinks to the menu. They denied his idea, so he started his own company called Il Giornale. By 1987, Schultz acquired Starbucks for $3.8 million and merged the two entities under the Starbucks name. The Il Giornale logo featured a head of Mercury—the swift messenger god—encircled by the Il Giornale name, communicating speed, movement, and modernity.
Following the merger, Heckler fused the two emblems together using the Starbucks siren with Il Giornale’s circular, green design. The modernized siren was modestly redrawn to cover her breasts with flowing hair, and it was placed in a black background, allowing it to jump to the forefront. Rather than the brown colors from the original logo, the surrounding circle was replaced with Il Giornale’s green. The name also changed from “Starbucks Coffee, Tea, and Spices” to “Starbucks Coffee.”
1992 – The Green Strip
In 1992, Starbucks decided to change the black outer strip of their logo to a green one, which began the change to a purely green color scheme. As we discussed in our articles about the effect of colors and emotions in package design, green is most commonly associated with growth and peace, which emphasizes Starbucks’ mission statement to “inspire and nurture the human spirit.” At this time, the text, font, and logo were also drastically changed. The mermaid was updated, cropped, and repositioned so that only above the navel is displayed.
2008 – Blast from the Past
In 2008, Starbucks attempted to take a leap into the future, but instead, fell further into the past. They inexplicably attempted to reimagine the original 1971 logo, possibly to appeal to the new hipster movement. The rebrand attempt failed with both designers and the public at large. Because the green logo, cups, and branding had become so familiar, the public swiftly rejected such a significant change.
2011 – A New Identity
In 2011, Starbucks introduced a new identity, branding, and logo, going back to their original green success. Now, the outer strip has been removed completely and there is no mention of “Starbucks” anywhere on the cup. This was an incredibly gutsy attempt, especially after the 2008 rebrand flop. However, like the Nike Swoosh, this rebranding showed a level of confidence in brand recognition that ultimately paid off.
The new logo and packaging focus instead on the Starbucks siren, bright green color palette, and playing with the size and location of the logo. For instance, the bags and merchandise often feature off-center application of the logo to mix up the otherwise clean, crisp packaging.
Branding Challenges That Starbucks Faced Early On
As the world’s largest roaster and retailer of specialty coffee, Starbucks has an impressive internal Global Creative team that worked with Lippincott to create the brand and brand redesigns we all know and love today.
According to the Lippincott case study, “Starbucks wanted the new logo and visual identity system to say as much about its future as it did about its past. Past the logo, they wanted a program that afforded them freedom and flexibility to explore new product, regional and experience opportunities, while keeping them in step with their current and future customers.”
One of the ongoing challenges faced by the creative team included finding a design and branding that would appeal to people worldwide. Operating in more than 55 countries, the international coffeehouse has a very broad clientele it needs to appeal to.
The Process of Overcoming These Branding Challenges
To meet the challenge, Lippincott “developed visual approaches that would deliver on communicating the new positioning and character attributes, applied to a broad set of customer touch points for consideration. Each visual approach included direction for logo usage, pattern, graphic, typography, illustration, imagery, color, form, material, layout, and language.”
They also “explored a broad range of graphic execution alternatives for the ‘Siren’ symbol, as well as size and relationship alternatives for use with the ‘Starbucks (Coffee)’ name.”
Where Starbucks is Today: Branded Merchandise, More Than Just a Mug
Today, the coffeehouse offers much more than just coffee. Their teas, handcrafted beverages, ice creams, fresh food, packaged goods, consumer products, and merchandise have amassed a multi-billion-dollar empire.
When Did Starbucks Begin Selling Branded Items in Stores?
Starbucks first started selling its now-iconic City Mugs in the mid-1990s. The City Mug Collector Series debuted in 1994 and included mugs featuring various cities around the world. By 1995, Starbucks introduced the Icon Series, followed by the Collage Series, then the Skyline Series.
Location-Specific Merchandise: A Souvenir with Personality
Each of these mug collections was crafted as location-exclusive items, sold only in the cities they represent. This turned them into highly sought-after collectibles, making the City Mugs a beloved commodity among coffee drinkers, travelers, and collectors alike. The “You Are Here” and “Been There” series followed in later year, gaining similar popularity and collector followings.
How Starbucks Merchandise Builds Its Brand
Selling physical merchandise contributes to Starbucks’ brand in several strategic ways:
- Customer loyalty and brand affinity: By selling various products, Starbucks offers a tangible reminder of their brand experience, turning casual visitors into brand advocates and collectors.
- Local identity and global branding: City Mugs personalize the global brand by tying it to local landmarks and memories, creating an experience that lasts beyond the final sip.
- Shareable moments and social buzz: Collectors love to showcase and trade these items, increasing Starbucks’ visibility across social platforms and communities all over the world.
- Drives incremental revenue: Besides beverages, these items diversify revenue streams, often purchased on impulse or by tourists and collectors. Resale activity on platforms like Poshmark has soared, signaling high demand.
Starbucks: The Siren with Staying Power
Over the years, Starbucks has continually refreshed their logos and packaging design without losing their core image. The green color scheme, Starbucks siren, and branding have also carried over to their stores, website, online branding, gifts, and all other packaging. Maintaining a logo that features many distinct colors can be costly. Relying on green instead can still provide an eye-catching, colorful option without the clutter of various distinct colors. When a green and white logo is all you need to become instantly recognizable, you know you’ve created successful packaging.