Sunday, April 5, 2009

Names, logos, and such...

Well i'm still reading the book about starbucks i bought and found out some interesting facts about the coffee giant about how it got it's name and logo. The company is named in part after Starbuck, Captain Ahab's first mate in the book "Moby-Dick", as well as a turn-of-the-century mining camp (Starbo or Storbo) on Mount Rainier. According to Howard Schultz's book "Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, the name of the company was derived from Moby-Dick, altough not in as direct a fashion as many assume. Gordon Bowker liked the name "Pequod" (the ship in the novel), but his then creative partner Terry Heckler responded, "No one's going to drink a cup of Pee-quod!" Heckler suggested "Starbo". Brainstorming with these two ideas resulted in the company being named for the the Pequod's first mate, Starbuck

Valerie O'Niel, a Starbucks spokeswoman, said that the logo is an image of a "twin-tailed siren" (the siren of Greek mythology). The logo has been significantly streamlined over the years. In the 1st version, which gave the impression of an authentic 15th century European woodcut, the Starbucks siren was topless and had a fully visible double fish tail. The image also had a rough visual texture. In the 2nd version, which was used from 1987-92, her breasts were covered by her flowing hair, but her navel was still visible, and the fish tail was cropped slightly. In the current version, used since 1992, her navel and breasts are not visible at all, and only vestiges remain of the fish tails. The original "woodcut" logo can still be seen on the Starbucksstore in Seattle's Pike Place Market, and on both the House Blend and Decaf House Blend packaging.

At the beginning of September 2006 and then again in early 2008, Starbucks temporarily reintroduced it's original brown logo on paper hot drink cups. Starbucks has stated that this was done to show the company's heritage from the Pacific Northwest and to celebrate 35 years of business. The vintage logo sparked some controversy due in part of the siren's bare breasts, but the temporary switch garnered little attention form the media. Starbucks had drawn similar criticism when they reintroduced the vintage logo in 2006.

the current logo that everyone is familiar with...

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