《Starbucks-history of its logo》.doc

Starbucks Development of Starbucks’ logo The CEO of Starbucks, Howard Schultz, promulgated the new logo to the world on Starbucks’ 40th anniversary. The green circle with Starbucks coffee was left out from the previous logo, with was used from 1992. However, it is not the first time that Starbucks changes its logo. This was the fourth time in fact. As we know that logo is a visual discrimination of corporation. Paul Rand, a graphic designer who designed the IBM, ABC, Cummins Engine and Westinghouse logos, which have been used for decades, said logos and trademarks were like good-luck charms or rabbits’ feet. It’s true. A corporation must take risks to change its logo, for it may do great damage to loyalty index of customs. Why Starbucks took this risk? Let’s see why Starbucks changed its logo four times first. ① Starbucks’ logo is connected with a mermaid, but in fact it is siren, a sea nymph in Greek mythology, which lures sailors with their sweet singing, causing their ships to founder. Logo A is the picture of siren. Starbucks uses siren as its logo to express the idea that coffee itself has lure to people. So, we can see logo B (1871-1987), the earliest logo of Starbucks. We can see the words, STARBUCKS COFFEE TEA SPICES, were around siren, which was the product structure orientation of Starbucks. Logo C is the logo of Il Giornale, a company of coffee, which consolidated with Starbucks in 1992. So, the new logo of Starbucks was produced, which was showed as logo D (1987-1992). Logo D was the symbol of this consolidation. Compared with logo B, siren in logo D became more done as its breast was hided by its long hair. There was another change was STARBUCKS COFFEE TEA SPICES became STARBUCKS COFFEE, which meant Starbucks focused on coffee more. But few years letter, the logo D was changed, because Michael Parent who came from Quantum Graphics Design advised Howard Schultz that the two forked fishtails of topless siren was linked with sex, and it should be altered