This is the logo for the largest coffee franchise in the world, Starbucks. This logo is the fourth version and was a resulted of rebranding. The design was simplified and color reduced. This logo is iconic and has been customized by people for their own interests. They change the mermaid figure in the middle to something else whilst maintaining the identity of Starbucks because of the circular green and white design.
The logo contains a vertical plane of symmetry and is balanced throughout. It also is made up of geometrical shapes, such as the mermaid’s crown. The use of lines is used to portray movement and pattern in the piece, curvy lines in the mermaid’s hair display a feeling of flow, analogous to the brewing of coffee. The green and white are flat but lines help create the feeling of movement, giving it a three-dimensional effect. The smile on the mermaid figure’s face shows that the brand brings joy to consumers and is also a welcoming face when entering the store. It is interesting to look into the mythology behind mermaids because they symbolize beauty, rarity and persuasion. As a branding figure, this is used to draw attention from consumers towards a coffee store which is unlike the others and excels at what it does.
The purpose of this logo is for branding and advertising the Starbucks brand, making it a recognizable coffee store. In class, we discussed how Peter Behrens was the father of corporate identity and branding. This was important to the industry and getting product out as when you look at a logo and can automatically connect it to a product is a result of a successful brand. The logo depicts a smiling welcoming face which is representative of their store and is inviting people to purchase coffee from them. The evolution and progression of this logo has led to a simple design which does not have any text attached. This is representative of the amount of power that the logo has in its distinctiveness and its ability to be recognized by consumers on an international basis.