Starbucks logo is quite mysterious. It is said that after the name was decided, Terry Heck began to study his ancient navigation books. Later, he found a woodcarving (engraving) pattern of a two-tailed mermaid in Scandinavia in the16th century, so he designed the logo of Starbucks, that is, the word mermaid surrounded Starbucks coffee and tea spices. According to the investigation, this logo was first used in 197654. 197 1- 1987, the earliest logo of the company.

At that time, the name of Starbucks Company was Starbucks Coffee Company (Washington Company), and its registered address was 2200 w. 98 199, Emerson Plaza, Seattle, Washington.

Later, in June of 65438 165438+ 10/8, a logo with the words Starbucks was registered, and the mermaid's appearance remained basically unchanged. The trademark (which may have been used before) registered on June 6th and 6th of 1989 changed greatly, and the color changed to green, but the mermaid was still a full-length portrait. 1987- 1992 change back to Starbucks' original design, a logo that can represent two companies and two eras.

Subsequently, on June199465438+1October 1 1, Starbucks completed the logo registration of this version. But color is not accurately defined. In fact, this sign is said to have been used since 1992. Later, small-scale supplementary registration was carried out in1February 1995 and1February 1997 respectively. The green color was defined for the first time, and the pattern changed slightly for the second time, as if only the line thickness was involved. 1986-1987i1giornale's logo, and later raised $3.8 million to buy Starbucks.

It is not difficult to see from the evolution of Starbucks logo that mermaids are becoming more and more subtle. It is difficult to tell her double-tailed version from the first bare chest to the later one. The first big change (version 94) is to cover the mermaid's breasts with hair, like many implicit beautiful photos. It is said that the opinions from customers think that the image of mermaid is very aggressive and there are too many "sex" temptations in it.

Is this because the logo at the beginning is too realistic and direct? So the later changes are to remove redundant elements, such as removing the fishtail that feels like cheating. That posture is really ugly, which is the biggest improvement of the current version. This important change is said to come from quantum graphics &; Mr. Michael, the father of design. He found that everyone was dissatisfied with the mermaid who lost her legs, so he took the initiative to find howard schultz and submitted his own revised design. Of course, he also made a lot of money.