0 Why There's a Siren in the Starbucks Logo

Starbucks logo
Image credit: Starbucks
By now you've probably seen the new Starbucks logo. Why did the company remove the words "Starbucks Coffee"? What is Starbucks trying to pull? Who do they think they are, presuming we'll just recognize the brand sans words? What else will they offer besides coffee? Do they actually think we'll buy anything else but coffee from their stores? Did they learn nothing from the Gap? WHAT DOES IT ALL MEAN???

The speculations and negative feedback continue to mount.

Meanwhile, I was more interested in finding out how the Siren came to be featured in the logo in the first place...
"Let’s go all the way back to 1971, to when Starbucks was first coming to be.

In a search for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on. Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren.

There was something about her – a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began."
(via Starbucks blog)

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