Meaning: Starbucks' green logo is a two-tailed, mermaid-like image of Poseidon, which was designed in 1971 by a young Seattle designer, Terry Heckler, inspired by medieval woodcuts of Poseidon.

The mermaid statue on the logo also conveys the dual meanings of primitive and modern: her face is plain but wrapped in a modern abstract form, black and white in the center, surrounded only by a ring of color on the outside.

Expanded:

Brand Expansion:

Starbucks' chain-like expansion has been made possible by the fact that Starbucks has imbued its own brand with values and has turned its corporate culture into a content and form that can be perceived by consumers. Starbucks brand expansion, has always adhered to the direct route: direct management by Starbucks headquarters, unified leadership, the purpose is to control the quality standards.

This way, each store is managed and trained by the headquarters, ensuring that each overseas store is 100 percent American Starbucks. Although the initial capital investment was large, the high professionalism of the staff facilitated the promotion of coffee education and established the most professional image in the industry, and the expansion of the Starbucks brand became more determined and powerful.

A survey conducted by the Kellogg School of Management in the United States at the end of 2001 showed that successful companies define and utilize emotional relationships in a consistent, clear, and multifaceted way. The mystery of Starbucks' rise to power lies in a special ingredient added to the coffee bean: the human touch. Starbucks has lived up to this core value since the beginning.

This core value is rooted in and centered around the construction of human "relationships" as a means of building brand equity. Howard Schultz believed that the strongest and most enduring brands are built in the minds of customers and associates. In the end, the brand is a kind of inside and outside the company (between partners, partners and customers) to form a kind of spiritual alliance and a loss, an honor, a benefit **** the same body.

Baidu Encyclopedia - Starbucks