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In this post I will be presenting you the history and variations of the Starbucks logo. I have compiled several publications on this topic and I have also included some of my own observations. Hope you enjoy it! The first logo of Starbucks resembled a “cigar band” (#2) with a Melusine (#1 – the two tailed mermaid) inscribed in it. Sirens or otherwise known as mermaids were believed to be seducers. There is an obvious psychological association between the lure of the fresh roasted coffee, spices, or tea and that of the mythological enchanting creatures. Michael Krakovskiy is giving some valuable and interesting information on the Starbucks logo creation in his web-post “How the Starbucks Siren Became Less Naughty“ . The first logo (#2) was created in 1971 and in comparison to the Melusine (#1) one can “…[n]otice that the graphic designer removed the belly button, the unattractive shading around the bulging tummy of the 15th century siren and merged the tail-legs to remove the suggestion of naughty bits. The logo Siren also smiles a little while its 15th century doppelganger is looking rather grim. Other than that it’s clear that this is exactly the image that he or she was using.” Later on, in 1985-86, Il Giornale (the first coffee drink concept store in Seattle) had its logo designed (#3 and #4) by Doug Fast (the designer of the green Starbucks logo – #5 and #6). In his book Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, Howard Schultz shares about Il Giornale: “Our logo reflected the emphasis on speed. The Il Giornale name was inscribed in a green circle that surrounded a head of Mercury, the swift messenger god.” 88] What is not wide-spread is that Howard Schultz was still an employee at Starbucks when he opened Il Giornale. Soon after, in 1987, the owners of the Starbucks decided to sell the business and Schultz “[...] jumped at the chance to buy Starbucks and remake it into the espresso bar concept he had just begun at Il Giornale [...]“. As one can easily see, the 1987-1992 logo (#5) is partially based on the Il Giornale logo (#4). The siren is more stylized, the breast is hidden, but the belly button is still shown. As Doug Fast explains in a letter to Krakovskiy : “I did the green “full siren” logo with a stronger, simpler, read for reproduction. The SBUX type was HAND DRAWN and based on the typeface, Franklin Gothic (this was pre-computer, folks) and had to be drawn so it bent well, around the circle. We submitted the logo to Howard, one with a red color and one in a green color. He picked the green color option”. The current green logo (#6) is a cropped and zoomed version of the siren. There is only a hint of the tails – people not acquainted with the previous versions of the logo might be confused what exactly are those things next to the mermaid’s head. Currently, Starbucks came up with a newer version of the old “cigar band” logo, in which the lines are clearer, the belly button is removed, and the chest of the Melusine is hidden by her hair. The company have done this most probably to evade the possiblity of being accused of using an offensive image. The #7 logo is a neon sign, variation of the logo, used only at certain locations worldwide. #8 is the logo of the Starbucks Workers Union – same concept, but as you can see the mermaid is replaced by the Workers Union logo. For further reference you might want to check out the article “The Evolution of the Starbucks Logo”. Similarly to most of the American brands that overwhelmed the world, Starbucks is also being associated with a negative brand image. The company has been accused of exploitation, low worker’s wages and benefits, putting small coffee shops out of business (the so called mom and dad shops), and last but not least being unsustainable and not environmentally friendly. As you can see above, there are many variations of the Starbucks logo, which are oriented towards sending a message to the consumer and increasing public awareness. Once you scratch couple of the Starbucks letters, you can come up with variations like Buck Off – [to cause, to fall off] (#10) or Fuck off (#11 and #12). #10 (found on Flickr.com) is a stylized and modified version of the original, while #11 and #12 are simply made by scratching certain letters and elements to arrive at the “Fuck Off” slogan, the middle finger in #11, and the horns in #12. Recently, a film called “Buck off” was released. Louis Louzou is narrating the tale of the campaign against the St James’s Street Starbucks. There is also a worldwide uproar against the high coffee prices that Starbucks maintains – see logos #13 to #19. It is well known that coffee is a high gross margin consumer product, meaning that the price mark-up is usually an extremely high % in the coffee industry. Thus, big corporations like Starbucks are charged with unethical behaviour – paying cents to crop producers and minimal wages to employees, while at the same time selling a cup of coffee for $5. Along those lines go all the logos I have compiled in the banner above. In #23 Joder is in Spanish slang and means Fuck, so the connotation it bears is the similar to the other logos presented in this group. #24 to #26 are logos that contain religious elements, even a citation from the Bible in #25. You might wonder what is #27 doing in this image, but I guess that most probably this logo was created in reaction to the dubious practices (like “greedy expenses and large salaries”) of BBC’s senior managers. The four logos in this third collective image are associations made between Starbucks and two other big companies – BMW and Apple. In the BMW case, apart of the simple geometrical identity, I see a positive imaging of Starbucks – the idea behind seems to be that the coffee at Starbucks is like the BMW among the cars. I will leave the judgment to you. The Apple case is a little bit different. In 2007, Apple and Starbucks announced music partnership – Starbucks customers (in participating locations) will have a free access to iTunes online music stores onto their iPods or iPhones. It is obviously a marketing campaign aiming at allying the two big “modern and trendy” American brands that conquered the teenage world despite the widely accepted negative image (especially in Europe). It is more than cool to drink from a Starbucks cup, while listening to your iPod ;) In this fourth collection the twist on the logo is different. Here I have compiled the so known rip-offs. Some of those logos can easily fall into the copycats’ folder, but for others it is only certain elements that are taken. The former can be easily spotted and believe it or not, there are all existing brands. I will not dwell upon the corporate success of those coffee shops or stores that ripped off the Starbucks logo. More interesting to me are the common elements and the location of those places. Obviously, the green colour, the font and bolding of the letters, the stars (both as graphic element or contained as a word somewhere in the naming) on both sides are present in the most blatant rip-offs. For example #34 is an online locator for independently owned stores, aiming towards people that prefer to drink their coffee in non-corporate owned cafes. #35 is a coffee shop based in San Diego, CA, #36 – Taiwan’s largest coffee chain with more than 230 locations, #37 – South Korea, #38 – Mexico, #39 – Addis Ababa, #40 – Shanghai Xingbake (xing-‘star’ in Chinese, bake is the phonetic rendering of ‘bucks’), #41 – China, #42 – Harbin, China, #43 – Japan, #44 – Taipei, #45 – Shanghai, #46 – Iran, #47 – Downtown Middleburg, #48 – Mt. Clemens, Michigan, #58 – Marina Del Rey, CA, and #59 – a hair-dressing studio that used the ‘Siren’ as a part of its name. As you can see for yourself those can be easily mistaken for a Starbucks logo, but some of them are not even in the coffee industry. As for the other logos included in the same picture, it can be argued that some of them are not rip-offs, but are rather inspired by the seal stamp design approach, which is quite plausible. As for #52, the logo might imply that it is a brand owned/supported by the famous actor Al Pacino, but Pacino as the actor is spelled with one ‘c’, while the brand is with double ‘c’. It is a common Italian name, but the silhouette resembles the famous actor as well. The slogan contains a movie starring Pacino. The overall design is following exactly that of Starbucks, but with different colours. I still wonder, where lies the thin line between speculation with imitation and the use of established etalon like the seal stamp. Is it better in such an industry as the one of coffee concept shops to be unique or to mimic what is already created a hype and setted a trend? I will conclude the Starbucks Logo Mania with this fifth gallery, which compiles the so called ‘fun’ variations. As you can see, the Starbucks permeated in conceptually different areas of our lives. #62-64 are simply versions of the original, featuring different elements. The marmaid is substituted by a fair dj lady in #62, while in #63-64, the siren is replaced by a dancer and a fire, respectively. The Star Wars – Starbucks association is one that comes to mind easily. There is a graphic design diversity starring Lucas’s personages - see #65-69. #70 is a Photoshop Challenge : Improve the Strabucks Logo. Most of those variations are straightforward. #76 I find interesting to look at – ‘Queen Esther’ (esther=star) – a Jewish Queen. There are speculations about Starbucks being of Jewish origin, but there are no proven ties. The rest of the logos are simply cartoon modifications of different kind – #78 The Simpsons, #79 Southpark, #80 Manga, #81 a stylized Starbucks siren. The last logo in this collection is a blend between that of Grateful Dead and Starbucks. The former partnered with the coffee chain to create a new 2CD compilation – Eternally Grateful. I bet there is much more to be said about Starbucks and their brand identity, but I will refrain from being too wordy or judgmental. What I wanted to do is just to compile a collection of Starbucks inspired logos that will prove by its mere display that the Seattle- based corporate giant had penetrated various levels in our everyday lives, motivated, annoyed, and provoked many throughout the world. Incoming search terms: - STARBUCKS LOGO - starbucks - starbucks logo history - starbucks logos - starbucks logo evolution - starbucks logo meaning - logo starbucks - original starbucks logo - coffee logo - logo history
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U ovom postu ću vam predstaviti povijest i varijacije Starbucks logo. Ja sam sastavio nekoliko publikacija na tu temu i ja također uključene i neke od mojih vlastitih zapažanja. Nadamo se da ćete uživati u njoj! Prvi logotip Starbucks nalik "cigaru bend" (# 2) s Melusine (# 1 - dvije repom sirena) upisane u njemu. Sirene ili na drugi način poznat kao sirena vjerovalo se da zavodnici. Tu je očito psihološka povezanost između mamac za svježe pržene kave, začina, ili čaj, te da od mitoloških stvorenja zadivljujuće. Michael Krakovskiy daje neke vrijedne i zanimljive informacije o stvaranju Starbucks logo u svom web-mjesto " Kako Starbucks Sirena postao manje nestašan ". Prvi logo (# 2) nastao je u 1971 i u odnosu na Melusine (# 1) ne može "... [n] otice da je grafički dizajner uklonili pupak je neprivlačan sjenčanje oko ispupčen trbuščić 15. stoljeća sirena i spojio rep-noge ukloniti prijedlog nestašan bita. Logo Sirena i smije malo dok je njegov dvojnik iz 15. stoljeća gleda prilično strašan. Osim toga jasno je da je to točno slika koja on ili ona je koristio. Kasnije, u 1985-86, Il Giornale (prvi aparat za piće koncept dućan u Seattle) je njegov logotip dizajnirao (# 3 i # 4) je Doug brzo (dizajner zelenom Starbucks logo - # 5 i # 6). U svojoj knjizi Ulijte u nju svoje srce: Kako Starbucks izgradili tvrtka jedan kup u isto vrijeme, Howard Schultz dionice o Il Giornale: "Naš logo ogleda naglasak na brzini. Ime Il Giornale je upisan u zelenom krugu koji okružuje glavu Merkura, brzo glasnik boga. "[Str. 88] Što nije široko rasprostranjena da je Howard Schultz je još uvijek zaposlenik Starbucks kada je otvorio Il Giornale. Ubrzo nakon toga, u 1987, vlasnici Starbucks odlučila prodati tvrtku i Schultz "[...] skočio na priliku za kupnju Starbucks i remake u koncept espresso bar je upravo počeo na Il Giornale [... ] ". Kao što se lako može vidjeti, 1987-1992 logo (# 5) djelomično se temelji na Il Giornale logo (# 4). Sirena je stilizirana, dojke je skrivena, ali pupak još uvijek je prikazano. Kao Doug Brzo objašnjava u pismu Krakovskiy: "Ja sam zeleni" punu Sirena "logo sa jači, jednostavnije, pročitajte za reprodukciju. SBUX Vrsta RUKU je izrađen i na temelju slovima, Franklin Gothic (to je pre-računalo, ljudi) i morali biti izvučeni tako da savijena dobro, oko kruga. Mi smo poslali logotip Howarda, jednog s crvenom bojom i jedan u zelenoj boji. On je odabrao zelenu boju opciju ". Trenutni zeleni logo (# 6) je ošišan i zumirana verzija sirena Postoji samo nagovještaj od repa -. Ljudi nisu upoznati sa ranijim verzijama loga mogu biti zbunjen što su točno te stvari uz sirena glavu . Trenutno, Starbucks je došao gore sa novijom verzijom stare "cigara" logo benda, u kojima su linije jasnije, pupak je uklonjena, a prsa Melusine skriven kosom. Tvrtka je to učinio vjerojatno da izbjegne mogućnošću optuživali da koristite uvredljiv sliku. # 7 logo je neonska reklama, varijacija logotipa, koristiti samo na određenim mjestima u svijetu. # 8 je logotip Starbucks Workers uniji za isti koncept, ali kao što možete vidjeti sirena zamjenjuje se znakom sindikata. Za daljnje reference možda želite provjeriti u članku "Evolution od Starbucks Logo" . Slično kao i većina američkih brandova koji osvaja svijet, Starbucks također se povezuje s negativnim imidž. Tvrtka je optuženi iskorištavanja, niska radničkim plaćama i povlasticama, stavljajući male kafića iz poslovanja (tzv. mama i tata trgovina), i zadnje ali ne najmanje važno biti neodrživ, a ne ekološki. Kao što možete vidjeti gore, postoji mnogo varijacija u Starbucks logotipa, koje su usmjerene poslati poruku potrošača i povećanje javne svijesti. Nakon što par ogrebotina od Starbucks slova, možete doći do varijacija poput Buck Off - [izazvati da padne] (# 10) ili Odjebi (# 11 i # 12). # 10 (nalazi se na Flickr.com) je stilizirana i modificirana verzija izvornika, a # 11 i # 12 su jednostavno napravio grebanje slova i neke elemente za dolazak na "Odjebi" slogan, srednji prst u # 11 , a rogovi u # 12. Nedavno je film pod nazivom "Buck off" je objavljena. Louis Louzou pripovijeda priču o kampanji protiv St. James Street u Starbucksu. Tu je i svjetska pobuna protiv visokih cijena kave Starbucks da se održi - vidi logotipe # 13 do # 19. Poznato je da kava je visoka bruto marža potrošačkih proizvoda, što znači da je cijena mark-up je obično iznimno visok% u industriju kave. Dakle, velike korporacije poput Starbucks se terete da su neetičkog ponašanja - plaćati centi usjeva i proizvođača minimalne plaće zaposlenih, dok u isto vrijeme prodaje šalicu kave za 5 $. Uz tih linija idu svi logotipi sam sastavio u banner gore. U # 23 Joder je u španjolskom slangu znači i Jebote, tako ona nosi značenje je slična drugim logotipa prikazanih u ovoj skupini. # 24 do # 26 su logotipi koji sadrže vjerske elemente, pa čak i citat iz Biblije u # 25.. Možda se pitate što je # 27 radi na ovoj slici, ali mislim da najvjerojatnije ovaj logo je stvoren u reakciji na sumnjive prakse (kao što su "pohlepni troškova i velike zarade") od BBC " s viših menadžera. Četiri logotipa u ovom trećem kolektivne slike su udruge su između Starbucks i druge dvije velike tvrtke - BMW i Apple. U slučaju BMW-a, osim na jednostavne geometrijske identiteta, vidim pozitivno oslikavanje Starbucks - ideja čini se da je kava u Starbucksu je poput BMW među automobilima. Ostavit ću presudu za vas. Apple slučaj je malo drugačiji. U 2007, Apple i Starbucks najavio glazba partnerstvo - Starbucks kupaca (za sudjelovanje mjesta) imat će besplatan pristup online glazbene trgovine iTunes na svoje iPods ili iPhones. Očito je marketinška kampanja u cilju allying dvije velike "moderne i trendy" American brandove koji je osvojila svijet tinejdžera, unatoč široko prihvaćene negativne slike (posebno u Europi). To je više nego cool da pije iz šalice Starbucks, dok slušate iPod njegu U ovoj četvrtoj zbirci twist na logo je drukčiji. Ovdje sam sastavio na tako poznate rascjep-off. Neki od tih logotipa može lako pasti u copycats 'mapu, ali za druge je to samo neki elementi koji se uzimaju. Bivši može lako pjegavi i vjerovali ili ne, tu su sve postojeće marke. Neću živjeti na korporativnog uspjeha tih kafića ili dućana da ripped off Starbucks logotip. Zanimljivije mi su zajednički elementi i položaj od onih mjesta. Očito, zelena boja, font i bolding od slova, zvijezde (i kao grafički elementa ili sadržane kao riječi negdje u nazivu) na obje strane su prisutni u većini jasnim rascjep-off. Na primjer # 34 je online lokator za samostalno vlasništvu trgovinama, s ciljem prema ljudima koji vole piti svoju kavu u ne-korporativnih vlasništvu kafića. # 35 je kafić sa sjedištem u San Diego, CA, # 36 - Tajvan je najveći kava lanca s više od 230 lokacija, # 37 - Južna Koreja, # 38 - Meksiko, # 39 - Addis Abeba, # 40 - Šangaj Xingbake (križanje - 'zvijezda' na kineskom, ispeći je fonetski prikaz 'dolara'), # 41 - Kina, # 42 - Harbin, Kina, # 43 - Japan, # 44 - Taipei, # 45 - Šangaj, # 46 - Iran, # 47 - Downtown Middleburg, # 48 - Mt. Clemens, Michigan, # 58 - Marina Del Rey, CA, i # 59 - kosa-dressing studio koji se koristi na 'Siren' kao dio svog imena. Kao što možete vidjeti za sebe one koji se lako može zamijeniti za Starbucks logo, ali neki od njih nisu ni u industriju kave. Što se tiče drugih logotipa uključenih u istoj slici, može se reći da su neki od njih nisu parati-off, ali su prilično inspiriran dizajn brtve marka pristupa, što je prilično uvjerljivo. Što se tiče # 52, logotip možda znači da je brand u vlasništvu / podržan od strane slavni glumac Al Pacino, ali Pacino kao glumac napisane s jednim 'c', a brand je s bračnim 'c'. To je čest talijanski naziv, ali silueta podsjeća na poznati glumac, kao dobro. Slogan sadrži film Pacino glumi. Cjelokupni dizajn je nakon točno da je Starbucks, ali s različitim bojama. Ja još uvijek pitam, gdje se nalazi tanka linija između špekulacija sa imitacije i korištenja osnovana etalon kao što su pečat pečatom. Je li bolje u toj industriji, kao jedan od kave koncept trgovine biti jedinstven ili imitirati ono što je već stvorio hype i setted trend? Ja ću zaključiti Mania Starbucks Logo s ovom petom galerije, koje izrađuje tako nazvana 'zabavljaju' varijacije. Kao što možete vidjeti, Starbucks prožet u konceptualno različitim područjima našeg života. # 62-64 su jednostavno verzije originala, sadrži različite elemente. Marmaid je zamijenio fer dj dame u # 62, dok je u # 63-64, sirena zamjenjuje se plesačica i vatre, respektivno. Star Wars - Starbucks udruga je onaj koji padne na pamet jednostavno. Tu je grafički dizajn raznolikost glumi Lucas je likove - vidi # 65-69. # 70 je Photoshop izazov: Unaprijediti Strabucks logotip. Većina tih varijacija su jednostavne. # 76 ne mogu naći zanimljive za pogledati - 'kraljici Esteri' (ester = zvijezda) - židovski kraljice. Postoje spekulacije o Starbucksu su od židovskog podrijetla, ali nema dokazane veze. Ostatak logotipova su jednostavno crtani izmjene različitih vrsta - # 78 The Simpsons, Southpark # 79, # 80 Manga, # 81 stilizirani Starbucks sirena. Posljednji logotip u ovoj zbirci je spoj između onoga od Grateful Dead i Starbucks. Bivši partnerstvo s kave lanca stvaranja novog 2CD kompilacija - vječno zahvalan. Kladim se da je puno više za reći o Starbucks i njihov brand identitet, ali ću se suzdržati od previše razvučen ili osuđujuće. Ono što sam želio učiniti je samo sastaviti zbirku Starbucks nadahnutim logotipa koji će biti po svojoj samo zaslon koji Seattle-based poduzeća div ušla različitim razinama u našem svakodnevnom životu, motiviran, ljut, i izazvao mnoge diljem svijeta. Dolazni uvjete za pretraživanje: - Starbucks LOGO - Starbucks - starbucks logo povijest - starbucks logotipa - starbucks logo evolucija - starbucks logo značenje - logo starbucks - Starbucks original logo - aparat za logo - logo povijest