The Two Leaves Art Blog: Behind the Starbucks Logo

FRONTEIRAS THEATRE - THE MEANING BEHIND THE STARBUCKS LOGO

THEATRE DESIGN FOR A FRINGE SHOW 2011

Fronteiras Theatre company creates theatre pieces that explore multiple cultures, languages and traditions and the points where they intersect in performance. The word Fronteiras means 'borders' in Portuguese and comes from the place where the company founder and director, Flavia d'Alvia grew up.

At Edinburgh Fringe 2012 I came on board to help re-design a popular coffee logo for one of their plays, part of a three piece 'dinner course' called Theatre Tasters which made up the entire show.

The play was called Team Player and looked at the corporate values in large coffee company chains and capitalism. Set in a make believe coffee shop called Buckanero's (a combination of Starbucks and Cafe nero) we are introduced to three employees and their heartless boss:

Boss: Are you a loyal person?

Applicant: I am a very loyal person

Boss: Are you a hard-working person?

Applicant: I am a very hard-working person.

Boss: Are you a service-minded person?

Applicant: I am indeed a service-minded person.

Boss: Are you an easy-going, happy-clappy, spirited, cheery, customer-friendly, lovely person?

Applicant: I am a very, very easy-going, happy-clappy, spirited, cheery, customer-friendly, lovely person.

Boss: Are you a real person?

Applicant: Yes, I would say that I am a rather real person.

Boss: And are you passionately devoted to pigeon shit?

Applicant: I am passionately devoted to pigeon shit.

Boss: All kinds of pigeon shit?

Applicant: All kinds of pigeon shit.

My starting point was to do some research on the origins of the Starbucks Logo.

Present Official Version of the Starbucks Logo

In Greek Mythology sirens were beautiful sea nymphs - half woman half bird or fish - who lured sailors to their death with their bewitching and beautiful singing voices. Starbucks make out that she is their muse “always there inspiring and pushing ahead…She stands unbound, sharing our stories, inviting us to explore, to find something new and to connect with each other and as always she is urging us forward to the next thing. After all, who can resist her?”

2nd Official Version of the Starbucks Logo

The First part of the name ‘Star’ insinuates that the siren or mermaid is royal and that Starbucks' coffee is good quality/the best/Luxury. The circle normally is a symbol for the sun/woman/egg/fertility. The sexual connotations suggests the things we want, not the things we need and the smile on her face suggests we trust her.

I always thought that at the side of her were her hands but those are her tails.

Mermaids can’t swim with two tails...

Some think that she is spreading her legs sexually.

And some think they look like the devil's hooves or that her hands are doing the Peace Sign. The Peace sign comes from ancient Runes symbolizing death and the sign is also known as The Broken Cross, Crow’s Foot or The Witches Foot and is used on Nazi Graves.

Nazis were enthusiasts of the Master Race where everyone was the same...

-Starbucks has hundreds of identical shops all over the world.

This is a symbol of Satan - notice the stars.

The original Logo back in 1971 looked like this.

Original Official Version of the Starbucks Logo

Upside down the siren looks like this...

...Satan devouring a woman.

It also used to be Brown. Now the Green is ironic to the second part of the name ‘Bucks’ - Green American Money.

3rd Version of Starbucks Logo

Starbucks Logo Secrets

Changing Face of Starbucks

Who is the Starbucks Woman?

I decided to incorporate an animal into my revision of the logo, such a a bird or a dog to tie in with references in the play. I also wanted to make clear what the woman is and represents.