Some images are so iconic, so firmly established, so instantly recognizable, that the companies fortunate enough to possess them no longer need to use their names - people see the image and know instantly.
To the Coke bottle, the Golden Arches, the apple missing a bite, and the swoosh, we can now add the Siren.
You know who she is - if you're like millions worldwide, you see her every morning as you down your cup of coffee. She has been associated with Starbucks since the company started out as a small roaster in Seattle's Pike Place Market in 1971.
That's right, Starbucks turns 40 this year, and as a birthday present to itself, it is freeing the two-tailed mermaid it adapted from a 16th century Norse woodcut from the brand name.
The move is being made with an eye on the future: While coffee is still the mainstay of Starbucks' business, company management sees possibilities beyond the brew, and having the logo speak for itself will make it easier to extend the Starbucks brand to other product lines.
But it could be done only because the image has become deeply embedded in the national psyche. Like McDonald's before it, Starbucks has become part of everyday life in cities all across the country and around the world, and its in-house graphic design team has over the years refined the logo into a stylized symbol that is distinctive, easy to read, and easy to recognize.
In short, it has all the elements of an icon. Now, it is one.
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By Sandy Smith
Sandy Smith is an award-winning writer and editor who has spent most of his career in public relations and corporate communications. His work has appeared in The Philadelphia Inquirer, the Philadelphia CityPaper, PGN, and a number of Web sites. Philly-area residents may also recognize him as "MarketStEl" of discussion-board fame. He has been a part of the great reserve army of freelance writers since January 2009 and is actively seeking opportunities wherever they may lie.
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