Trends, Ideas and Inspiration

Starbucks Remove Breasts from their Logo

Recently, as I was waiting in line at the local Seattle based Java-Giant, I overheard two customers arguing about the Starbucks® logo. Is it a siren or a mermaid? The current logo doesn't give enough visual information, as one customer pointed out, but the original logo was a creature with the upper half of a woman and a split fish tail—a mermaid by his reckoning. The other customer pointed out that Starbucks refers to the image as a siren. Could they be wrong about their own corporate logo? The argument was lively enough to perk the interest of other customers, and soon various bits of interesting information came up, including reference to an online debate about the nature of mermaid sexuality and, specifically, regarding the reproductive organs of Disney's Ariel. I, myself, did not join in this debate but merely kept within earshot, considering the price of a latte well worth this synchronistic field research. Much in the same way that Mancunians come over all faint when you talk about Man United's logo losing the word 'Football Club'. Which of course it isn't anymore....

Anyway, as some readers may know, Starbucks had to change their corporate logo because some consumers found the suggestive split tail of their topless siren too lurid and sexually suggestive. A simplified logo was introduced, hiding the siren's breasts under waves of hair, and that in turn was cropped and enlarged so the split in the siren's tail would no longer show. The only indication now that the female icon is a sea creature is in the wavy lines, which originally were part of the representation of the two tails.

An interesting postscript in the on-going argument of traditional logos vs modern evolution. Relevance is the key, and as long as the logo reflects exactly where your company is right now, as well as where it has been, then maybe that £50K re-branding project may not be necessary. See also my blog on BT and comments from when I was part of the team that designed their new identity.

Recently, as I was waiting in line at the local Seattle based Java-Giant, I overheard two customers arguing about the Starbucks® logo. Is it a siren or a mermaid? The current logo doesn't give enough visual information, as one customer pointed out, but the original logo was a creature with the upper half of a woman and a split fish tail—a mermaid by his reckoning. The other customer pointed out that Starbucks refers to the image as a siren. Could they be wrong about their own corporate logo? The argument was lively enough to perk the interest of other customers, and soon various bits of interesting information came up, including reference to an online debate about the nature of mermaid sexuality and, specifically, regarding the reproductive organs of Disney's Ariel. I, myself, did not join in this debate but merely kept within earshot, considering the price of a latte well worth this synchronistic field research. Much in the same way that Mancunians come over all faint when you talk about Man United's logo losing the word 'Football Club'. Which of course it isn't anymore....

Anyway, as some readers may know, Starbucks had to change their corporate logo because some consumers found the suggestive split tail of their topless siren too lurid and sexually suggestive. A simplified logo was introduced, hiding the siren's breasts under waves of hair, and that in turn was cropped and enlarged so the split in the siren's tail would no longer show. The only indication now that the female icon is a sea creature is in the wavy lines, which originally were part of the representation of the two tails.

An interesting postscript in the on-going argument of traditional logos vs modern evolution. Relevance is the key, and as long as the logo reflects exactly where your company is right now, as well as where it has been, then maybe that £50K re-branding project may not be necessary. See also my blog on BT and comments from when I was part of the team that designed their new identity.

The Best Logo in the World

The current Apple Computer logo has this week been voted the best logo in the world, by an internet survey of creatives. It's not my favourite logo in the world but definately one of the most recognisable. The survey was based on creativity rather than commercial success or it's ubiquity.

The effect used on the new logo is a lot like the chrome female robots of Hajime Sorayama. I think it is already a bit dated, now that every designer in the world has downloaded style-set's to replicate chrome and glass OS X style logo's. I was a much bigger fan of the original rainbow logo that was presented to Steve Jobs back in 1976 and designed by Rob Janoff. (www.newtrix.org).

The multi-coloured original was completely ground-breaking at a time of single colour logo's, and in no small part to the print process being much more expensive for multi-colour logo's. Back then, it was a big deal for companies to use 2 or 3 colours because even simple things like stationery cost so much to produce. The original apple rainbow used SIX colours. Seven if you include type and registration mark. Love him or hate him, Steve Jobs has always refused to let financial constraints limit his companies' ability to expressing it's creativity. The iPod and the original iMac's are great examples of uncompromising design. Apples multi-award winning designer Jonothan Ive, has much to be thanked and respected for.

We now have full colour out our disposal without it being a cost issue, so the integrity of a logo and it's power to stand out and be unique must be formed in other ways. The best logos still look great in monotone and Apples newest logo is no different. I was amused when they launched the new identity and they received a large petition from Apple fans the very next morning. It read, "Please do not add the ugly look of brushed metal to the Finder, OR, if you must do so, please give us an easy way to turn off this monstrosity." I doubt that you would get anything close to that kind of passionate response if Microsoft changed their logo.

The current Apple Computer logo has this week been voted the best logo in the world, by an internet survey of creatives. It's not my favourite logo in the world but definately one of the most recognisable. The survey was based on creativity rather than commercial success or it's ubiquity.

The effect used on the new logo is a lot like the chrome female robots of Hajime Sorayama. I think it is already a bit dated, now that every designer in the world has downloaded style-set's to replicate chrome and glass OS X style logo's. I was a much bigger fan of the original rainbow logo that was presented to Steve Jobs back in 1976 and designed by Rob Janoff. (www.newtrix.org).

The multi-coloured original was completely ground-breaking at a time of single colour logo's, and in no small part to the print process being much more expensive for multi-colour logo's. Back then, it was a big deal for companies to use 2 or 3 colours because even simple things like stationery cost so much to produce. The original apple rainbow used SIX colours. Seven if you include type and registration mark. Love him or hate him, Steve Jobs has always refused to let financial constraints limit his companies' ability to expressing it's creativity. The iPod and the original iMac's are great examples of uncompromising design. Apples multi-award winning designer Jonothan Ive, has much to be thanked and respected for.

We now have full colour out our disposal without it being a cost issue, so the integrity of a logo and it's power to stand out and be unique must be formed in other ways. The best logos still look great in monotone and Apples newest logo is no different. I was amused when they launched the new identity and they received a large petition from Apple fans the very next morning. It read, "Please do not add the ugly look of brushed metal to the Finder, OR, if you must do so, please give us an easy way to turn off this monstrosity." I doubt that you would get anything close to that kind of passionate response if Microsoft changed their logo.

And the Coolest Logo of 2006 is?

According to the massively popular goodlogo site, the Stussy logo is the most popular and respected logo at the moment. The Stussy logo became top of the list mainly from votes from the creative community as part of their huge online survey, carried out over the last 4 years.

For anyone who doesn't know, Stussy is a skateboarding brand that staretd in Oz in the 80's. It continues to be a cutting edge brand, albeit much more mainstream than it used to be. But isn't that how it works, you start off being a cutting edge brand, and the minute you get some good publicity and a few brands, you are considered a sell-out for becoming the establishment. Isn't it a bummer being a funky independent brand that becomes famous. ie. Vans, Oakley, DC Shoe, Etnies, O-Neil, Quiksilver....

According to the massively popular goodlogo site, the Stussy logo is the most popular and respected logo at the moment. The Stussy logo became top of the list mainly from votes from the creative community as part of their huge online survey, carried out over the last 4 years.

For anyone who doesn't know, Stussy is a skateboarding brand that staretd in Oz in the 80's. It continues to be a cutting edge brand, albeit much more mainstream than it used to be. But isn't that how it works, you start off being a cutting edge brand, and the minute you get some good publicity and a few brands, you are considered a sell-out for becoming the establishment. Isn't it a bummer being a funky independent brand that becomes famous. ie. Vans, Oakley, DC Shoe, Etnies, O-Neil, Quiksilver....

One of our more Famous Logo's

BT has been chosen as the winner of the Frost & Sullivan Award for Business Development Strategy Leadership, based on its success in the provision of hosted IP telephony. The award is presented each year to the company that has demonstrated excellence in business development within the industry.

I thought I would use this opportunity, in light of their recent accolades, to do some shameless self promotion as I was part of the (huge) team that designed their current 'Connected World' identity program. When I was involved, the logo was originally designed for BT Openworld, the internet service, but the logo has since been adopted by the entire company at a cost of approx £5m over 3 years. The majority of these costs were for implementing the new brand on corporate uniforms, vans, buildings and corporate literature. The 'visual identity change' was their first since 1991 and the 'Piper' logo.

It is the most exciting and high-profile job I have worked on to date and it played a big part in helping strengthen the BT brand. The re-brand was even more significant because it was at a time when Oftel opened up the market for any communications company to compete with BT.

BT said at the time its new look "reflects the wide range of activities that BT now encompasses". "It represents BT as being in-tune with the multi-media age as well as communicating the company's international reach,"

A proud moment indeed for any designer to see one of their clients doing well and being reminded of your work wherever you go. It made me laugh when I was looking through some archives and recently saw this photo of BT's original identity. It reminded me of driving my bmx into the side of one, but that's another story. (Shows my age 'cos I remember BMX's when they were cool the first time around)!

By Jeremy Waite / Juicy // Creative Director

BT has been chosen as the winner of the Frost & Sullivan Award for Business Development Strategy Leadership, based on its success in the provision of hosted IP telephony. The award is presented each year to the company that has demonstrated excellence in business development within the industry.

I thought I would use this opportunity, in light of their recent accolades, to do some shameless self promotion as I was part of the (huge) team that designed their current 'Connected World' identity program. When I was involved, the logo was originally designed for BT Openworld, the internet service, but the logo has since been adopted by the entire company at a cost of approx £5m over 3 years. The majority of these costs were for implementing the new brand on corporate uniforms, vans, buildings and corporate literature. The 'visual identity change' was their first since 1991 and the 'Piper' logo.

It is the most exciting and high-profile job I have worked on to date and it played a big part in helping strengthen the BT brand. The re-brand was even more significant because it was at a time when Oftel opened up the market for any communications company to compete with BT.

BT said at the time its new look "reflects the wide range of activities that BT now encompasses". "It represents BT as being in-tune with the multi-media age as well as communicating the company's international reach,"

A proud moment indeed for any designer to see one of their clients doing well and being reminded of your work wherever you go. It made me laugh when I was looking through some archives and recently saw this photo of BT's original identity. It reminded me of driving my bmx into the side of one, but that's another story. (Shows my age 'cos I remember BMX's when they were cool the first time around)!

By Jeremy Waite / Juicy // Creative Director