Most of us recognize Starbucks’ siren as the iconic green figure who draws coffee lovers into her stores with the promise of rich aromas and perfectly brewed beverages. But beyond her role as a symbol of indulgence, the siren harbors subtle details that make her intriguingly imperfect.
The Origins of Starbucks’ Siren
Starbucks began its journey in 1971 as a small coffee bean retailer in Seattle’s Pike Place Market. The founders wanted a name and logo that reflected the adventurous, seafaring spirit of early coffee traders. After considering names like “Pequod” from Moby-Dick, they settled on “Starbucks,” inspired by the first mate in Herman Melville’s novel. This maritime theme led to the creation of the twin-tailed mermaid, or siren, as the logo, representing the allure and mystery of the sea.
“It’s the siren. She isn’t real, but we think of her as a symbol of who we are,” said Steve Murray, a creative director at Starbucks. “She’s not just a mermaid—she’s a super mermaid. A mermaid with one tail is just a regular mermaid. (No offense, Ariel.)”
The Siren’s Evolution
When the siren debuted in 1971, she appeared in a brown, monochrome design with exposed breasts, reflecting earthy coffee tones and evoking boldness. However, as Starbucks expanded in 1987, the logo was refreshed. The siren’s color shifted to vibrant green, symbolizing growth and freshness, and her hair was adjusted to cover her chest, aligning with changing societal norms and giving her a more approachable appearance.
By 1992, as Starbucks grew into a household name, the logo evolved again. The siren’s face became the focal point, with her body cropped out, leaving only the tips of her twin tails visible. This new design made the logo more recognizable and intimate.
In 2011, to celebrate Starbucks’ 40th anniversary, the company made a bold minimalist redesign. The brand name was removed, leaving the siren as the sole symbol of the brand. This change reflected Starbucks’ expansion beyond coffee to embrace a variety of products and experiences.
Adding a Human Touch
As part of the 2011 redesign, subtle changes were made to the siren’s face, giving her a more human and relatable appearance. A key detail introduced was slight asymmetry—though the logo seems symmetrical at first glance, a small imperfection was added to give her warmth and character.
“She couldn’t be perfect, like a plastic Barbie doll,” Murray explained. “She needed a subtle flaw to feel approachable and inviting, like someone you’d want to meet.”
This small, thoughtful adjustment helped transform the siren from a mere brand icon to a figure that embodies humanity, connection, and the beautiful imperfections that make us all unique.
Connie Birdsall, the Global Creative Director at Starbucks, told Fast Company that the team wanted to reintroduce a sense of “humanity” into the siren’s face. “The imperfection was key to making her truly successful as a brand mark,” she said.
Design partner Bogdan Geana added, “In the final design, the face has a slight asymmetry. There’s more shadow on the right side, which makes her feel more human and less like a perfectly cut mask.”
The Siren Today
Today’s Starbucks siren features subtle asymmetries that give her a more relatable and approachable look. If you look closely, you’ll notice extra shadowing on the right side of her face. Her right eyebrow is slightly longer, and her nose dips lower on that side.
Now that you know, can you spot it?
The Starbucks logo is much more than just a green circle with a two-tailed mermaid—it embodies the brand’s journey, values, and connection with its customers. Next time you grab your coffee, take a moment to appreciate the history and thoughtfulness behind this iconic symbol.
What do you think of the story behind the siren? Share your thoughts, and feel free to pass this along to your friends—we’d love to hear their perspectives too!
