A Starbucks sleeve adorned with imperfect subtlety
Photo via Unsplash
The worldwide branding team at Lippincott aimed to give the Siren an air of self-assurance, charm, and friendliness when they redesigned Starbucks' logo in 2011. At first, they managed to create an absolutely perfect replica of the Siren's visage, but something didn't quite add up. Creative director Connie Birdsall recalls, "She was uncannily beautiful, a bit creepy, to be honest." The Siren seemed artificial and robotic due of her flawless symmetry.
They decided to add a little flaw to the Siren so she would be more likable and human. "Her imperfection was crucial to her incredible mark success," Birdsall said.
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Unveiling the Logo's Hidden Asymmetry
Publisher: Pexels
Examine the Siren's countenance more closely. Although it seems balanced at first look, there is a subtle difference between the two sides of her face. In particular, her nose looks somewhat more recessed and her right side of the face is more heavily darkened. The logo becomes more appealing with the addition of a touch of compassion with this modest asymmetry in her face.
"It felt a bit more human and felt less like a perfectly cut mask" with the addition of the asymmetry, as pointed out by design colleague Bogdan Geana. Thanks to this little but significant change, the Siren went from being an ideal figure to a symbol that millions of coffee lovers across the globe could relate to.
The Benefits of Asymmetry
Starbucks banner shown
Photo via Unsplash
It is often believed that symmetry is the key to a beautiful design, however Starbucks chose to make its logo's face asymmetrical. But the folks at Starbucks saw that if the Siren tried to be too flawless, it would only make her seem remote and unfeeling. She became friendlier and more accessible with the addition of a little asymmetry. This was a pivotal moment in making sure the brand meant more to the consumers.
The Siren's Function Outside of Caffeine
How the Siren's appearance has evolved over time
The source is Lippincott
The phrase "Starbucks Coffee" was also eliminated from the logo as part of the revamp. The Siren had already achieved such widespread recognition that the corporation could convey the brand's message without using words. As a result, Starbucks was able to diversify its product line beyond just coffee to include breakfast items, evening snacks, and even wine.
The Starbucks Logo and Its Subtle Elements
Getty Images is the source of today's Starbucks logo.
Be sure to examine the Siren with great care the next time you grasp a Starbucks coffee cup. She exemplifies how imperfection can elevate things to a more accessible, human, and approachable level with her modest asymmetry. This little touch in the Starbucks logo is more than just an oddity; it exemplifies the impact of well-planned branding.
