Preview

A Symbol Analysis of Starbucks

Powerful Essays
Open Document
Open Document
1738 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
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



Cited: "The Penguin Dictionary of Symbols (Dictionary, Penguin) [Paperback]." The Penguin Dictionary of Symbols (Dictionary,Penguin): Jean Chevalier,Alain Gheerbrant,John Buchanan-Brown: 9780140512540: Amazon.com: Books. N.p., n.d. Web. 11 Oct. 2012. <http://www.amazon.com/The-Penguin-Dictionary-Symbols/dp/0140512543>. "Origin of the Swoosh". Nike, Inc.. Archived from the original on 2007-04-08. Retrieved 2007. Rawsthorn, Alice (2007-02-11). "The new corporate logo: Dynamic and changeable are all the rage". International Herald Tribune. Retrieved 2008-05-21. "David Airey, Graphic Designer." Designing Brand Identity. N.p., n.d. Web. 11 Oct. 2012. <http://www.davidairey.com/designing-brand-identity/>. "Brand Name Logo Recognition: Fast Food and Children." Brand Name Logo Recognition: Fast Food and Children. N.p., n.d. Web. 11 Oct. 2012. <https://apha.confex.com/apha/132am/techprogram/paper_86616.htm>.

You May Also Find These Documents Helpful

  • Best Essays

    Starbucks unique selling proposition was their brand image. They have always placed itself as an exclusive brand and have enabled their customers to experience a rich taste in comfortable environment. They have emerged as a leading global company with the perspective of making difference in people’s life by delivering quality based product all around the globe. Presently the company is working at their best in Bahrain, Canada, Hong Kong, Israel, Japan, Kuwait, Egypt, Switzerland, Taiwan, Thailand, United Kingdom, United States, South Korea, Singapore, China, Philippines, Australia, Oman, Malaysia, Qatar and Saudi Arabia (Taghred, Ehab Aziz, Bassem Naguib,…

    • 4211 Words
    • 17 Pages
    Best Essays
  • Good Essays

    Starbucks. That one word conjures up memories and thoughts for each of us. Maybe it is the place where you went on a first date, where you go to study, or where you go to just hang out. Whatever Starbucks means to you, it means more to the world and to the people around us.…

    • 6344 Words
    • 26 Pages
    Good Essays
  • Good Essays

    Final Paper

    • 760 Words
    • 3 Pages

    Establishing an image helps corporations better express their identities. When discussing image, the term logo is introduced. Argenti P. stated that logos are important due to their visual nature. “This visual element symbolizes the brand and can play a large role in establishing an emotional connection with the product” (Kenni Z. 2011). In other words, the image of a corporation is how it identified. For example, the golden arches forming the shape of the letter “M” is how McDonalds is identified among its constituencies. “To stand out from their competitors, every company needs to have a good brand image, to create a niche in the client’s mind by having a unique, pleasing appearance and identity” (“What is Corporate”). In order to establish these two elements, corporations have to develop a branding strategy.…

    • 760 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    With its green logo, a “twin-tailed mermaid”, Starbucks is an international coffee and the largest coffeehouse company in the world. More than 15,000 stores in 50 countries sell Starbucks coffee to their customers every day. The enterprise began coffee business in Seattle, Washington, in 1971. In 1982, Howard Schultz joined the company. After a trip to Milan, Italy, he advised that the company should sell coffee and espresso drinks to create “community gathering places”. The idea was not accepted until 1987, when Schultz successfully took over coffee house and served more than million customers every day. Their coffee stores provided different kinds of coffee and used the best quality coffee beans to cook for their customers. The stores also offered delicious pastries and fresh food. Therefore, customers could order a cup of coffee and pastries and enjoyed wonderful time in the store. Customers really liked this kind of feeling, so drinking coffee in the Starbucks became fashion…

    • 10758 Words
    • 44 Pages
    Powerful Essays
  • Good Essays

    The mission statement of Starbucks is to inspire and nurture the human spirit – one person, one up and one neighborhood at a time.…

    • 1342 Words
    • 6 Pages
    Good Essays
  • Best Essays

    Microeconomics and Starbucks

    • 2735 Words
    • 11 Pages

    Starbucks Coffee Company revolutionized the coffee-drinking habits of millions of Americans. Starbucks, whose bright green-and-white logo is almost as familiar as the golden arches of McDonald’s, began in Seattle in 1971 when it opened its first location in Seattle’s Pike Place Market. It operated as the sole Starbucks coffee shop until 1984 and quickly became the world’s leading retailer, roaster and brand of specialty coffee. In 2007, Americans were willingly paying $3 or more for a cappuccino or a latté, and…

    • 2735 Words
    • 11 Pages
    Best Essays
  • Good Essays

    Rhetoric of Starbucks

    • 1438 Words
    • 4 Pages

    Starbucks uses a combination of the visual and textual to convey the lifestyle it wishes to project onto its customers. The fact that it doesn’t use a lot of obvious advertisements, in print or on TV, is significant because it allows Starbucks to sneak up on those of us who identify as Starbucks people. In our postmodern, globalized society we are increasingly loyal to brands. We use them to composite our own identities and advertise ourselves to the world. In the same way that the books we read, the music we listen to, and the art we love says…

    • 1438 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    It’s been 40 years since Starbucks was founded in 1971, and a lot has changed since they first opened their doors as a small store front is Seattle’s Pikes Place Market. Their headquarters is still based out of Seattle where they got their start but Starbucks has built a brand that is recognized throughout 50 countries across the globe. Despite small changes over the years the Siren logo that adorns the entire product line is recognizable throughout the world. Starbucks mission statement is ‘to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time’ (Starbucks 2011a - Starbucks Mission Statement). With over 17,000 stores worldwide, they seem to be living the statement, but they didn’t make their name on coffee alone.…

    • 1079 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    The vision for starbucks was to make it a “third place”, the place between home and work where people gather, relax and interact with one another. He was determined to give the ultimate coffee experience to his costumers.…

    • 641 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Starbucks Brand Audit

    • 4543 Words
    • 19 Pages

    Starbucks opened its first store in Seattle in 1970 's. With ties to Seattle’s history Starbucks name originates from an old mining camp: Starbo. The exact Starbucks name is taken from a classic American novel, Moby Dick, which gives the idea to evoke seafaring romance of the early coffee traders.1 Although there have been changes in the logo, mermaid logo become one of the most easily recognizable logos of the world.…

    • 4543 Words
    • 19 Pages
    Powerful Essays
  • Good Essays

    Star Bucks Logo Change

    • 636 Words
    • 3 Pages

    Starbucks revealed the logo -- which drops the green ring with the text "Starbucks Coffee" and more prominently displays its famed siren -- to employees in its Seattle offices and on a webcast. Mr Schultz said in a video post on the company's website that while allowing the siren to come out of the circle indicates Starbucks' intention to broaden its focus, "make no mistake: We have been, we will continue to be and we always will be, the world's leading purveyor of the highest-quality coffee."…

    • 636 Words
    • 3 Pages
    Good Essays
  • Good Essays

    What Starbucks stands for is not just a good cup of coffee but also the passion it pours into its product quality and its service.…

    • 504 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    The Company 's objective is to establish Starbucks as the most recognized and respected brand in the world. Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh,…

    • 2423 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    When I had discovered this, I had to do some digging to find out the meaning behind the twin tailed temptress. In Starbucks history, they based the siren on Norse and Greek mythology, claiming “she was as seducing as their coffee..”( Examiner.com, 2012). This was exceptionally clever and intriguing, and I patted myself on the back for figuring this one out. There was an exceptional “Oh, wow!” response from my classmates, many of which hadn’t considered any mythological influences behind their favourite caffeine stores at all.…

    • 691 Words
    • 3 Pages
    Good Essays

Related Topics