Why Does the Starbucks Mermaid Have Two Tails? The Siren’s Song of Branding

The Starbucks mermaid, more accurately a two-tailed siren, doesn’t simply have a forked tail because of an artistic whim. Her bifurcated caudal fin is a deliberate design choice rooted in maritime lore, historical symbolism, and the evolution of the Starbucks brand itself. It’s a visual cue that, while often overlooked by the average coffee drinker, is a deeply considered element meant to evoke the allure of the sea, the promise of adventure, and the irresistible draw of Starbucks’ offerings. It is a representation of the siren’s enchanting and irresistible call.

The Alluring Siren: A History of Temptation

The story begins long before lattes and Frappuccinos. To understand the Starbucks siren, you need to delve into the myths surrounding sirens. In classical mythology, sirens were dangerous yet beautiful creatures who lured sailors to their doom with their enchanting voices. Think of Homer’s Odyssey, where Odysseus had his crew plug their ears with wax to avoid succumbing to the siren’s deadly song. These original sirens were often depicted as part-woman, part-bird, not fish.

However, over time, the siren’s image evolved. By the medieval period, they were frequently portrayed as mermaid-like figures. The single-tailed mermaid became a common motif, representing feminine allure and the dangers lurking beneath the surface of the water. The two-tailed mermaid, however, was far less common.

From Fish Tales to Coffee Tales: The Early Starbucks Logo

So, why the double tail? When Starbucks was founded in 1971 by three partners – Jerry Baldwin, Zev Siegl, and Gordon Bowker – they sought a logo that would be both memorable and evocative of the sea. They poured over old maritime books until they found a 16th-century Norse woodcut of a two-tailed mermaid.

This image resonated with them. It was unconventional, slightly mysterious, and undeniably captivating. The founders felt it perfectly captured the feeling they wanted to create: a place of discovery and exploration, much like the sea itself. The original logo was far more graphic and revealing than the one we know today. It was a raw, almost unsettling image, reflective of the early, more adventurous spirit of the company.

Evolving the Icon: Taming the Siren

Over the years, the Starbucks logo has undergone several revisions. The initial brown logo was deemed too explicit for mass consumption, especially as the company expanded beyond its Seattle roots. There were concerns about its potentially offensive nature.

In 1987, Howard Schultz acquired Starbucks and began to refine the brand. One of the major changes was the softening of the siren’s image. Her breasts were covered more subtly, and her overall appearance was made less aggressive. The color was changed to the now-iconic Starbucks green, a more inviting and approachable hue.

Further refinements occurred in 1992 and 2011. Each iteration aimed to make the siren more welcoming while still retaining her unique, powerful identity. The 2011 redesign was particularly significant, as the Starbucks name was removed from the logo entirely. The company felt that the siren had become so recognizable that her image alone was enough to represent the brand.

The Siren’s Double Tail: Symbolism and Interpretation

The two tails on the Starbucks siren contribute to the overall mystique and symbolism of the logo. Several interpretations exist:

• Uniqueness and Distinctiveness: The double tail sets the siren apart from traditional mermaid imagery. It makes her instantly recognizable and helps to solidify Starbucks’ unique brand identity.
• Choice and Temptation: The forked tail could represent the choices consumers face when they enter a Starbucks. Each tail offers a different path, a different flavor, a different experience. It echoes the siren’s alluring call, promising something special.
• Power and Control: Some believe the two tails symbolize the siren’s power and control over the sea, mirroring Starbucks’ ambition to dominate the coffee market. It’s a subtle message of strength and influence.
• A Nod to History: While not explicitly stated, the choice to retain the two tails is a clear acknowledgment of the company’s origins and the original woodcut that inspired the logo. It’s a link to the past, even as the brand continues to evolve.

In essence, the two-tailed siren is a carefully crafted symbol that embodies the Starbucks brand. It’s a blend of mythology, history, and marketing, designed to capture the imagination and entice consumers to indulge in the Starbucks experience. It’s the siren’s song, sung not with a voice, but with a logo.

FAQs About the Starbucks Siren

1. Is the Starbucks logo a mermaid or a siren?

While often referred to as a mermaid, the Starbucks logo actually depicts a two-tailed siren. Sirens, in mythology, were creatures known for their enchanting voices that lured sailors to their doom. The two tails are a distinctive feature setting her apart from the typical mermaid imagery.

2. Why did Starbucks choose a siren for its logo?

The founders wanted a logo that was memorable, evocative of the sea, and representative of the adventure and discovery associated with coffee. The siren, with her allure and mystery, fit the bill perfectly. It was also a subtle nod to the origins of coffee beans, often transported by sea.

3. Has the Starbucks logo always looked the same?

No, the Starbucks logo has undergone several revisions over the years. The original logo was much more graphic and revealing. Subsequent redesigns softened the image, changed the color, and eventually removed the Starbucks name altogether.

4. What is the significance of the Starbucks logo being green?

The green color was introduced in 1987 when Howard Schultz acquired Starbucks. It was chosen to create a more inviting and approachable image, moving away from the darker, more intense feel of the original brown logo. Green also symbolizes growth, freshness, and nature.

5. What does the siren’s crown symbolize?

While not always prominently featured in all iterations of the logo, the siren’s crown is a subtle symbol of royalty and authority. It reinforces the idea of the siren as a powerful and alluring figure.

6. Was the original Starbucks logo controversial?

Yes, the original logo was considered controversial due to its more graphic and revealing depiction of the siren. This was a factor in the decision to revise and soften the image as the company expanded.

7. Did the Starbucks logo ever feature the company’s name?

Yes, the original Starbucks logo included the company’s name. However, in the 2011 redesign, the name was removed entirely, as the company felt the siren image was recognizable enough on its own.

8. Why did Starbucks remove its name from the logo?

The decision to remove the name was a bold move that signaled the strength and recognition of the Starbucks brand. The company felt that the siren image had become so iconic that it no longer needed to be accompanied by the name.

9. How does the Starbucks logo contribute to the brand’s success?

The unique and recognizable logo plays a significant role in the Starbucks brand’s success. It creates a sense of familiarity and trust, even in new markets. The siren image also evokes a feeling of adventure, indulgence, and quality.

10. Are there any other companies with mermaid or siren logos?

Yes, while the Starbucks siren is arguably the most famous, there are other companies that use mermaid or siren imagery in their logos. However, none have achieved the same level of recognition and brand association as Starbucks.

11. Does the design of the Starbucks logo violate any copyright laws?

The Starbucks logo is copyrighted and trademarked, protecting the company’s exclusive right to use the image in connection with its products and services. Copying or using a similar logo could result in legal action.

12. Is there a hidden meaning behind the Starbucks logo?

While there are various interpretations and symbolic meanings associated with the Starbucks siren, there is no officially confirmed hidden meaning. The primary purpose of the logo is to create a memorable and evocative image that represents the brand’s values and offerings. The power of a good logo lies in how consumers connect with it and the feeling and emotional response it evokes in their mind.