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The Starbucks Logo, As You Know It, Was Once Too ‘Beautiful’ For Its Designers
By Mikelle Leow, 18 Jan 2018
Composite image by DesignTAXI. Starbucks logo via Wikimedia Commons
By now, you might have learned that the golden ratio isn’t always the best framework for logo and graphic design—two of the world’s leading companies, Apple and Google, both boast brandmarks that are visually sensible but geometrically flawed.
Treat yourself to a Starbucks Frappuccino—but before you take a sip, give your mug a good look. Its cover girl, the alluring ‘siren,’ might look enigmatic as always, but her beauty holds a secret.
Global branding firm Lippincott isn’t denying the logo’s attractiveness. In fact, when the team was staring at her on a wall seven years back, they found her “uncannily beautiful,” to the point that she was bordering on creepy.
“As a team we were like, ‘There’s something not working here, what is it?’” global creative director Connie Birdsall told Co.Design.
“It was like, ‘Oh, we need to step back and put some of that humanity back in.’ The imperfection was important to making her really successful as a mark.”
The agency thus sought to make the ‘siren’ look more “human,” and decided that she had to look asymmetrical.
“Look closely at her eyes,” Co.Design points out. “Do you notice how her nose dips lower on the right than the left?”
Check out how the Starbucks logo has subtly evolved. Does she beckon you to get another coffee?
[via Co.Design, images via various sources]
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