I have been a barista for Starbucks for almost four years and because of this, I see the company’s logo almost daily. The logo is also extremely well-known due to the company’s popularity and recently, it’s “controversial” holiday cup designs. The logo appears in Starbucks cafés, on their cups and on their many products sold in grocery stores. The siren featured in the logo is a common theme in Starbucks retail items, such as mugs, and the logo’s iconic circular shape is often presented on these retail items without any text to accompany it.
The logo has undergone multiple transformations since its inception in 1971. Unlike previous versions of the logo, the brand name has been omitted. The most recent rendition features a green circle with the white figure of a double-tailed siren. The image is two-dimensional and there are no shadows or highlights. The curves of the siren’s two tails also create a circular shape that surrounds the siren’s upper body. Six undulating white lines represent her hair. The contours of her eyes, lips and nose are suggested by green silhouetted shapes on her face. Atop the siren’s head is a white crown with a star in the center.
The omission of the brand name from the logo is an ambitious step in the logo’s evolution. It requires the viewer to have a previous knowledge of the brand. This shows that Starbucks is aware of their large audience and this design ensures that viewers no longer need to see the brand name to associate this logo with their products. The colors are not jarring and the curvilinear forms (such as her hair and two tails) of the logo are relaxed and inviting. The mysterious smile on the siren’s face is enticing and welcoming. These elements contribute to the perception of a calm environment which Starbucks wants to create within its cafés, perhaps prompting a customer to sit and enjoy their coffee rather than rush out the door. This image of the siren is important to the company’s roots; it pays homage to the nautical voyage of coffee across the world as well as Seattle’s identity as a port city.
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.
This image is a logo for the budget-friendly grocery store, Aldi. The logo is displayed above the entrance of the store, serving as an eye-catching brand identifier for those driving by or navigating the shopping center. The repeated use of this design on products and signage within the store transforms the plain warehouse interior into a clean, cohesive space.
The logo uses varying rectilinear blocks of flat color void of explicit outlines, shapes are defined only by contrast between hue or value. Golden yellow, tangerine orange, and two contrasting shades of blue make up a bright, saturated palette. The portrait orientation defines a rectangular yellow border that sharply ribbon along all four edges with a consistent width. Tracing the interior edges of the yellow border is an equally thick orange border that frames a deep blue that fills the rectangular capacity. A lighter blue is used to form the heavy outline of a square that is horizontally centered and positioned near the top of the dark blue section.
Nestled inside of the square outline are two groups of three lines each. Three parallel blue lines extend from the left third of the bottom interior edge all the way to the right third of the top. Each of these lines is the same width as the square border enclosing the diagonal forms, and the three are separated from both each other and the square’s interior edges by narrow dark blue space. Jutting out sideways about a third of the way up the right side of the square border is another group of three horizontal lines. The horizontal lines have similar weight and spacing as the diagonal group, the left ends cut off before they meet with the diagonal group while the right ends are seamlessly plastered to the right side of the square frame.
The thin light blue lines form a cropped rendition of the upper-case letter “A”, the first letter in “Aldi”. The inclusion of the letter “A” is not only a literal representation of the company name, but a visual metaphor for their products as well. The letter “A” is most often associated with quality, such as an “A” rating or an “A” grade. Aldi puts this logo on their food in an attempt to subliminally indicate a high-grade product, almost like a “Grade A” label. The cropped nature of the “A” suggests an entirely different appeal: low cost. This half “A” is just as comprehensible as a whole letter would be, yet it costs half the space. This runs parallel to the notion that Aldi food is just as good as other generic grocery brands, but at a much lower price. Through these clever design strategies, the logo effectively reflects the nature of the company’s products, while managing to be incredibly aesthetically pleasing at the same time.
The image in discuss is the Chick-Fil-A logo. This logo is featured all over Chick-Fil-A product and services that appear both within the restaurants and outside the restaurants. This logo is the main mark that Chick-Fil-A uses to associate themselves with. The logo is made up of text with slight graphic embellishments around the initial C that appears in the logo.
The logo is made up entirely of a script-like cursive typeface that displays all of the letters of the company name, Chick-Fil-A. The typeface in the logo also contains rounded terminal that makes the typeface bubbly. The only color that is used in this logo is the color red, which is a pantone color that is specific to the brand. This means that the color used in this logo should be consistent across all uses, the only exception being those that are permitted within the brand guidebook for the company. There are a few graphic elements that have been placed around the “C” of the typeface in order to create an abstract appearance of a chicken. These graphic elements consist of four ovals above the C which diminish proportionately in size as they follow the stroke of the C. There is a triangular shape that is placed directly above the “h” that the viewer visually connects with the C in order to aid the visibility of the chicken figure. To top it off, there is a small oval that represents an eyeball that is placed within the bowl of the C. Overall the design is minimalistic but still effective in communicating the main item that the brand sells, chicken.
This particular logo for Chick-Fil-A has been in use for many years and because of this, the logo is recognizable for the brand. Despite the fact that the logo spells out the name of the company, people immediately recognize its association with the quick service restaurant chain. The age of the logo speaks volumes for the excellence in its design because people immediately identify with the logo. The logo itself gives off a classic vibe that allows the consumers to feel as though they can trust the brand. A classic vibe means that the logo has not been changed or altered with the design trends throughout the years. While competitors change their logos and typefaces to reflect design trends over the years and for different campaigns, Chick-Fil-A has kept their logo over time that also gives it a timeless aesthetic. The logo is associated with the company that is known for its excellent customer service and speed in deliverance of food and beverage orders.
To conclude, the logo is very successful because it has been able to last so long as the company’s logo and also because it says a lot about the company at a very minimal level. Chick-Fil-A’s main good for sale is chicken and this logo is very effective at showcasing what the company does while comforting the viewer at the same time.