Logo Story, Feb 2018
Jerry Baldwin, Zev Seigl and Gordon Bowker

Founded in Seattle, Washington in 1971 as a local coffee bean retailer, Starbucks today has evolved as a global coffee giant and the world’s biggest coffeehouse chain, comprising of approximately 23.768 stores in 62 countries as of November 2016. It was founded by three partners – Jerry Baldwin (an English teacher), Zev Siegl (a history teacher), and Gordon Bowker (a writer). The trip named the company Pequod after a whaling ship in Hermaan Melville’s American Classic, Moby-Dick. The trio later changed the name to Starbuck, chief mate on the Pequod. Later, they added an “s” at the end to become “Starbucks.”

Starbucks didn’t sell any espresso coffee for almost fifteen years. The chain was a success nevertheless and by 1986, they had successfully opened a total of six different outlets in Seattle. A year later, the company was sold to a former manager named Howard Schultz who went ahead with the idea of expanding the business it is today.
The company had expanded to 140 locations by 1992 and it developed international presence by 1996. Starbucks, being a digitally savvy company, was one of the first companies to fully embrace the digital era by selling coffees through their app or selling gift cards through a Twitter hashtag.

Known for their mobile marketing prowess, Starbucks was one of first companies to fully embrace the digital era, selling coffees through their app and even going as far as to sell gift cards through a Twitter hashtag. While the cutting edge use of technology did play a major role in expanding their business multifold, their logo too played a significant role. Their logo history is as interesting as the company itself.


Starbucks legendary logo design is the brainchild of Terry Heckler, who pored over old marine books until he came up with a logo based on an old 16th-century Norse woodcut: a two-tailed mermaid.

The iconic Starbucks logo design is one of the world’s most memorable emblems and has garnered prestigious design awards for its futuristic design and intricate details. The logo recently underwent a dramatic change to celebrate the 40th anniversary of the coffee shop giant in 2011. Starbucks in-house design team and Lippincott did the redesign.

Here’s a little smattering on the design elements of the Starbucks logo design.

Shape: The Starbucks logo is circular in shape. The design also features the brand name in wordmark inside the circles with two stars on either sid. The newest logo design features an enlarged Siren with no stars and wordmark.
Color: The popular Starbucks logo features white and deep green colors. The two tails are white in color whereas green makes for the background of the logo design.

Fonts: The previous version of Starbucks logo design featured a simple yet bold font. However, the new logo design does not feature any wordmarks or stars.

This history, evolution and design of Starbucks logo clearly reveal how its originality and uniqueness helped it withstand the test of time and emerge as one of the most popular landmark in the world.

I love coffee. Whenever I think of getting a coffee, I remember either my home coffee or Starbucks coffee. The company that started in 1970s by people who were initially into trading, have successfully surpassed the journey of 20,000+ outlets around the globe. Coffee is directly proportional to knowledge & stimulus because of the caffeine element inside. To some it may not taste nice, but coffee gives a kind of relief to our thought process.
From Vaastu angle, Starbucks started their journey with brown coloured logo.


1971 – 1987

The first Starbucks logo was based on an old sixteenth-century Norse woodcut: a two-tailed mermaid or siren, comprising of a circular ring with the store’s original name, Starbucks Tea, Coffee, Spices in brown colour palette.

1987 – 1992

Designed in 1987, the second version of the logo featured an image of bare-bodied mermaid or siren covered with flowing hair. However, this logo design had the naval of the mermaid visible. The name of the company was featured in wordmark inside the circle with 2 with two stars on either side. Moreover, the green colour palette was introduced to represent growth, freshness, uniqueness, and prosperity of Starbucks, which was acquired by Howard Schultz.

1992 – 2011

The third version of Starbucks logo design evolved into a clean design with a close-up view of the mermaid. The navel disappeared from the design and only the fish tail was visible. The logo featured green and white color palette with company name mentioned in wordmark inside the circle with 2 stars on either side.

2011 – Present

Starbucks logo was further redesigned in the year 2011 to celebrate the 40th anniversary of the company. The revised, streamlined logo design featured the enlarged image of the siren in green color. The wordmark and the stars disappeared from the design. The design was not well received by fans and admirers and had to face harsh criticism from design experts.

The logo today is simpler than before. They have used two basic colours – Green and White which are diametrically opposite in terms of planetary combinations. Green (Mercury) is the colour for knowledge which is related to coffee whereas the white colour is about space, thinking, openness, and ideas. So, the Starbucks logo with a feminine character in the center with white and green colour no doubt looks stunning and is very Vaastu friendly. People not only enjoy the coffee alone, but the concept, hospitality, and the logo too. Their logo has a feminine character from the very beginning which they have kept improvising with time.

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