A Symbol Analysis of Starbucks
Matt LeGrande
Dr. Schuchardt
Iconomy
October 11th, 2012 Starbucked
There is no better concept for a logo in the corporate world than one that evokes cravings. The logo for the coffee corporation, Starbucks, is ideal to this standard, no longer standing as a symbol but an icon. Over the companies 41 years history it has changed significantly. The once small-business coffee brewery has expanded itself internationally, deeming itself to the world as the definition of what coffee is. Looking over its history one can see the strategic steps the corporation has taken to develop its logo into a distinct identifier suited to cause all environments to come back for more. The Starbucks logo is an embodiment of fatal attraction. At the center of the logo stands a siren, “The sirens represent the traps set by passion and desire” (Chevalier 884). The Greek legend of Odysseus tells us about the seductive sea devils that would cause men to dive into the sea in hope of love. The sirens would lure the men in by their sweet songs and appealing physique. At the sound of a single note the men would be locked in begging for the full manifestation of this tease. Once overboard the sailors would drown and the ship would be lost forever. The power of the siren was so strong that Odysseus had to tie himself to the ship in order not to jump off. This visual symbol works perfectly for the coffee company. Right off the bat viewers are subconsciously romanced by the sexually charged power of the symbol. Coffee is pleasure. Just as the siren’s song causes men to risk their lives for more, so the smell of those sleek, smooth ovals causes us to drop what we are doing and demand a cup of the beverage. The original Starbucks was conveniently located very close to Pike Place in Seattle, Washington, a very popular market located on the border of the Puget Sound. The meaning behind the logo is desperately screaming at you as you view the sea while you sip your hot beverage, linking your
Dr. Schuchardt
Iconomy
October 11th, 2012 Starbucked
There is no better concept for a logo in the corporate world than one that evokes cravings. The logo for the coffee corporation, Starbucks, is ideal to this standard, no longer standing as a symbol but an icon. Over the companies 41 years history it has changed significantly. The once small-business coffee brewery has expanded itself internationally, deeming itself to the world as the definition of what coffee is. Looking over its history one can see the strategic steps the corporation has taken to develop its logo into a distinct identifier suited to cause all environments to come back for more. The Starbucks logo is an embodiment of fatal attraction. At the center of the logo stands a siren, “The sirens represent the traps set by passion and desire” (Chevalier 884). The Greek legend of Odysseus tells us about the seductive sea devils that would cause men to dive into the sea in hope of love. The sirens would lure the men in by their sweet songs and appealing physique. At the sound of a single note the men would be locked in begging for the full manifestation of this tease. Once overboard the sailors would drown and the ship would be lost forever. The power of the siren was so strong that Odysseus had to tie himself to the ship in order not to jump off. This visual symbol works perfectly for the coffee company. Right off the bat viewers are subconsciously romanced by the sexually charged power of the symbol. Coffee is pleasure. Just as the siren’s song causes men to risk their lives for more, so the smell of those sleek, smooth ovals causes us to drop what we are doing and demand a cup of the beverage. The original Starbucks was conveniently located very close to Pike Place in Seattle, Washington, a very popular market located on the border of the Puget Sound. The meaning behind the logo is desperately screaming at you as you view the sea while you sip your hot beverage, linking your
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