Top Logo Stories – The Story Behind the Starbucks Logo

As you open the envelope and pull out the gift card, you notice the wavy hair, captivating eyes, knowing smile, twin tails, and other familiar features, and you know without having to read a word on the card that you have a Starbucks gift card, for the Starbucks logo is one of the most recognizable of all corporate logos worldwide.

If, however, you have not been a Starbucks patron for at least several years, you may be unaware that the logo has not always looked like the one on that gift card or that it has a rich history involving several transformations.


In 1971, Jerry Baldwin, Gordon Bowker, and Zev Siegel founded Starbucks Coffee, Tea, and Spice in Seattle, Washington, to sell coffee beans. Immediately, the founders knew they needed a unique, catchy logo.

Wishing to use a logo evoking coffee’s maritime history and Seattle’s own ties to the sea, the founders discovered their inspiration in one of the many old seafaring books they pored over. There, they found a Norse woodcut from the 16th century depicting a two-tailed siren.

The Greek epic The Odyssey reveals sirens as female monsters with beautiful voices whose songs lure sailors to them only to be killed and devoured. Other cultures have made sirens and mermaids virtually synonymous, with the sirens’ motives ranging from benign to sinister but always with the common thread of beauty and irresistible allure.

Did the founders wish to suggest overpowering temptation through their logo? No one but they seems to know for sure, but from that woodcut, they fashioned the original logo: a topless siren with long hair and two tails.

First Makeover

1987 brought a change of ownership (Howard Schultz), name (Starbucks Coffee), direction (selling brewed coffee and more), and logo. Simpler and more polished, the new logo still featured a full-body version of the siren/mermaid, now with the navel visible, and the company name encircling the figure (the “donut” design); new were two stars in the “donut” and a starred crown atop the mermaid’s head. In addition, to symbolize freshness and growth, the designers used a green palette with black and white present as well. Since then, the logo has undergone revision twice, but the 1991 version was far more similar to the current one than the original 1971 version was.

Second Makeover

In 1992, Starbucks became a publicly traded company, and the logo saw more changes. Perhaps most immediately significant was the close-up perspective of the mermaid; instead of showing the mermaid’s full figure, the logo showed her from the waist up, with the navel no longer shown, and with the ends of the two tails visible. Still present were the “donut” design and the wavy hair cascading sensuously over the breasts.

Today’s Version

Most recently, the logo changed in 2011. One reason for the change was to mark the company’s 40th anniversary, but there were also two “problems” the designers wanted to address.

The first was that the company had learned that the “donut” design drew so much attention to the words that overseas competitors were creating knockoff logos. To deal with this, the company abandoned the “donut” and enlarged the image of the mermaid. Gone was the company name, and that actually helped send the message that Starbucks was about more than coffee, as by then it sold other breakfast and lunch sandwiches and other foods and beverages.

The second “problem” really came about during the redesign process. With better technology, the team was able to create images in higher resolutions and which looked more realistic. As they “perfected” the mermaid’s features, they came to feel she was ​too perfect, almost impossibly perfect, and they felt it was due to the symmetry of her facial features. And that is why one side of the nose dips slightly lower than the other does; the designers felt that made the mermaid human and attainable enough to “work.”

A Fixture in Our World

However one perceives the Starbucks mermaid– perfect, real, benevolent, a seductress, a figure some are reading way too much into, or whatever else– there is no disputing that this logo is one of the most familiar and effective corporate symbols in the entire world.

How Artificial Intelligence is Revolutionizing Graphic Design

Artificial Intelligence has taken the retail and medical industries by storm over the last few decades. Defined as a computer system able to perform tasks that normally require human intelligence, Artificial Intelligence can come in many forms. Most of us naturally think of AI as the voice that responds on our phone or home device. In recent years, developers have also been working to integrate AI into website design. What does AI look like in web design – and what does it mean for the role of graphic designers?

The Promise of Artificial Intelligence

Many companies have worked to develop AI systems to aid the less trained user in creating quality web designs. These technologies include Firedrop’s chatbot Sacha, Adobe’s Sensei program, The Grid’s Molly system, Wix’s Artificial Design Intelligence (ADI), and DesignScape from the University of Toronto. The goal of these systems is to make graphic design a more intuitive, user friendly process. Some of these companies originally made huge promises alongside their technology, such as:

●  Little to no work for users

●  Unique web designs

●  Utilization of audience trends to influence site structure

●  Replication of graphic designer logic

Many of these promises could have meant that graphic designers would be on the hunt for new jobs, which was the fear of some speculative content creators. The possibility of businesses being able to create their own original site designs had the potential to disrupt the current industry. Instead, the presently available AI systems have so far fallen somewhat short of their high expectations. The Graphic Designer’s Role in AI Web Design As it turns out, graphic designers are still in high need, even with Artificial Intelligence systems in web design. Many users of AI systems found that their site felt unoriginal. The created site designs were closer to a drag-and-drop template than a uniquely tailored experience. Some of the less than positive reviews from early users included:

  • Look alike sites
  • Limited creative freedom
  • Requirement of hands-on human use
  • High prices with finite results


Overall, the feedback from users pointed to AI as an enhanced web design tool, not quite the game changing technology it was marketed as. Although this wasn’t the best news for the developers in charge of the AI systems, it did leave a very specific niche for graphic designers within web design. Graphic designers can often feel overrun by the tedious details of site design. With its ability to predict audience trends and provide aesthetically pleasing color palettes, AI has optimized the process of web design to be much quicker.

Now graphic designers can take a step back and focus on curating the ideal site for their clients. This change from creation to curation gives designers more opportunity for out-of-the box thinking and problem solving.

The Future of AI in Web Design Since all of the current AI programs still require a human user to achieve an ideal web design, graphic designers have more of a partnership with these systems than a competition. With the future development of more adaptive AI, designers are able to flex their creative skills beyond the basic site details that previously consumed the majority of their time.

This freedom to step beyond their ordinary design work can potentially spark more ingenuity and user-friendly content. Over the last 40 years we have witnessed graphic design develop from a hands-on, paper and pencil process to a digitalized, interactive experience. As AI continues to grow, program developers and graphic designers alike hope to improve web design to meet all user needs with intuitive and unique solutions.

What’s Trending in 2020 for Creative Hires

Creative hiring is important for so many people! Many say that finding the right professional is difficult in this sector. The trends are in for 2020, and people are planning to add both full-time team members and freelancers to fill creative roles at their companies.

Most of the roles are in things like web design and user experience. With tech-related jobs leading the way, better salaries and freelance rates can be expected.

Creative development and web production round out the creative roles that managers are looking to fill out this year.

People are looking for those with skills in relationship-building, with content marketing and strategy as well as social media and digital strategy topping the list of in-demand skills.

Vacancies also exist in AI, machine learning, data analysis, A/B testing, and UI design. It seems that everyone wants an excellent web experience, and companies are here to deliver!

Creativity, collaboration, and problem-solving skills are the most needed soft skills within creative fields.

These skills contribute to a lot of things in the workforce, but likely they are wanted because of the sheer volume of content and advertising needed online.

These skills help people create massive amounts of content that really differentiate companies as they try to appeal to consumers.

It’s a candidate’s market this year, and that means perks for senior employees and those with in-demand skills.

Some areas employers are seeking to improve are with employee wellness, flex options, and signing bonuses. While wages haven’t risen much in the U.S. for the last few years, it could be the year that trend discontinues if the field remains a candidate’s market for long.

Image is everything, as they say, and that remains true for online. This is the year companies are seeking to elevate their online offerings and presence. Candidates who help them stand out in this area will find themselves with more competitive packages than others.

You might be surprised to find data analysis and AI listed in the creative category. But these jobs, while not related to content and branding as much as some other creative jobs, require some creativity as well as a sense of numbers.

Without information, companies don’t have much to go on when it comes to the creative materials and agenda needed. So these newer fields of AI and data analysis are integral to companies who want their creative departments to make informed decisions about direction.

In addition to skills and experience, employers are still looking for the old stand-by’s: collaboration, adaptability, business acumen, curiosity, and a killer portfolio.

5 Ways To Give Your Logo A Facelift

Your logo is essentially the face of your brand. It’s the eye-catching, memory-evoking nugget of gold that keeps your brand in the forefront of everyone’s mind. Just like anything else in life, logos need to be updated periodically. Trends change constantly which is why it’s important to make sure your brand’s logo doesn’t get stale like an 80’s power mullet.

K.I.S.S. – Keep It Simply Stylish

Nowadays, many people are convinced that less is more. This isn’t always the case with logos but if your logo is packed full of details, then it may be time to simplify things. Get rid of excess details and focus on simple, clean lines.

The simplistic logo options aren’t a fit for every brand. For example, if you are an antique dealer then a modern and sleek logo probably doesn’t line up with your brand’s identity. But, you can still give your logo a quick revamp by swapping out image or text elements for fresh, new options.

Update The Colors

Colors go out of style, right? There aren’t too many people picking out pink shag carpet and orange wallpaper for their living room anymore. Colors are one of the fastest changing trends in all aspects of design.

Keep your logo relevant by updating the color palette. This doesn’t necessarily mean changing all of your colors entirely. You can achieve an entirely new look by eliminating one or two out of date colors or by increasing the visual presence of one color that is still trendy. Navy blue, greys and greens are all really popular colors currently.

Embrace A New Image

If your logo has an image element then it may be time to spruce it up. Technology and graphics have advanced over the years. Depending upon when your logo was created, it may quickly be showing signs of aging. Think of the quality of cartoons when you were a kid compared to the quality of animations now. That’s how far digital design has come!

You can either work with a graphic designer to make your current image more relevant or opt for a new image entirely. Or, if you really want to take a leap, forget the image all together. Logos that are text only can be just as visually appealing and thought provoking as their image-laced counterparts.

Try A New Font

A new font for a logo is like sending your logo for a day at the spa and having it re-emerge as a new person. You’ve heard the saying, “A picture is worth a thousand words.” Well, so is a font! There are different types of fonts for everything and each one creates an entirely different feeling. 

Pairing fonts together is another easy way to give a logo an additional boost. If you want to try your hand at pairing a couple new fonts, you want to be sure to choose fonts that contrast and yet still complement one another. A script style usually pairs well with a serif. You can also manipulate the look and feel by using all capital letters or making one of the fonts bold.

Play With Ratios And Positioning

If you’ve ever repositioned your furniture in your home, then you know what a little repositioning can do. Feng shui goes a long way! Moving your couch to a different wall can make your living room feel entirely different. It’s the same thing for a logo.

If your logo has a combination of text and an image, play with the scale and positioning of each. What if you moved the text below the image or reduced the text size and placed it vertically? There are so many possibilities when you start thinking outside the box of conventional placement and positioning.

A little bit of imagination and a lot of trial and error will set you on the right path to a killer new logo in no time!

Why You Need Custom Illustrations For Your Business

We have discussed unlimited graphic design, web development, copywriting, and much more. So I think it’s time to talk about custom illustrations! Illustrations are something that everyone should use, whether for a t-shirt design or a mascot. If you get the right designer, then you can get amazing illustrations.

Anyway, let’s talk about why illustrations can make your business better and overall are great.

Three Reasons Why You Need Illustrations For Your Business:

One: ​To start with, illustrations are perfect because they are 100% unique and one of a kind. That means that your mascot is your mascot. Your t-shirt design is your business’s t-shirt design that is original and amazing.

Two:​ If you are a business that creates coloring books or books in general, then illustrations are the way to go for you and your business. Illustrations make it so your business can create pages that are something you came up with, and told someone to bring it to life for you. And 99% of the time, it will come out exactly like you thought or better.

Three:​ When it’s comes to things like icons, you need custom icons because they will make your website shine and stand out like no other. That’s right, custom icons are something every business needs and something your business needs.

Overall, custom illustrations are fantastic for your business and are something every business should have. However, one thing to remember is that if you are going to use custom illustrations, then get them from a place that offers unlimited custom illustrations, and it will be a much better deal.

When you work with a business that offers unlimited custom illustrations, you can get as many versions as you want and run as many projects as you wish. Custom illustrations are what your business needs, so get out there and find a place to get them!

Growing Your Business with Unlimited Graphic Design and Web Development


Many business owners don’t realize how important graphic design and web development are to their business — until it’s too late. Cue frantic branding efforts or landing pages hastily thrown up.

It’s understandable. There’s a lot to think about when launching a business, and sometimes it seems easy enough to buy a $5 logo on Fiverr or build a quick Wix page. But what happens when you need new content on the website? Or designs for a new marketing campaign? Or multiple versions of your logo? You need a plan for unlimited graphic design and web development.

Unlimited Graphic Design

As your business grows and you launch new products or services, you’ll need brochures, flyers, billboards, Facebook page banners, Instagram posts, and countless other design elements. Still, the work may not be constant enough to warrant a full-time designer.

Why hunt for a new contractor each time you need work done? Sign up for an unlimited graphic design service such as Flocksy and never worry about not having someone to whip up a social media graphic or print an ad for you ever again.


Unlimited Web Development

Your website needs will change as you grow. You may need to build new pages to showcase new products or services, or set up landing pages for your latest marketing campaign. Again, a full-time developer or web content editor may not be needed, but having a team of designers on hand should you need anything is invaluable to maintaining a professional, functioning web presence.

By signing up with unlimited design and development service, you can prevent frantic searches for freelancers or having to rope your employees into working outside their scope. A service like Flocksy offers unlimited graphic design and web development along with so much more. Keep a team on standby and enjoy a sense of security that your business needs will be met.

Unlimited Video Editing

Video content is the current hot topic in the digital marketing world. You may be wondering how you can access this opportunity. Your videos may not be as aesthetically pleasing or as professional as your competitors’ videos, and you need to stay ahead of the game. You’re not sure what step to take next, but you know that step involves elevating your videos’ quality.

Video editing may be the solution for your marketing needs. Here are reasons why you need unlimited video editing in your toolkit:

Looks More Cohesive

If your footage and audio are not aligned properly without video editing, your marketing campaign will not look as though you’ve invested effort into it. This can give the wrong impression to potentially warm leads and even current customers. Additionally, video editing will allow you to cut out any unnecessary content to ensure that it is concise and captures the viewers’ attention.

Builds Your Brand Reputation

Quality video editing should speak volumes of your business. It shows that you care about how your customers perceive your business and builds credibility. A poorly edited or unedited video will give off the impression that you are just seeking to sell a product or service quickly with no regard for the customer experience. Edited videos are clearly added value to the customers, making them more likely to interact and share.

Supports Better Marketing Outcomes

If you are trying to find quality leads and are specifically targeting viewers who have watched a significant portion of your video, you will find greater success in video editing. Edited videos are not only highly engaging for consumers, but they eliminate any unnecessary distractions in the footage or audio quality that may otherwise cause a user to abandon the video (and sales funnel) early. Higher quality videos may even convince a user to take action immediately without the need for lead nurturing.

Video editing has the capability of transforming your target audience’s experiences from the moment they first learn about your business to the moment when they make the executive decision to support you financially. By investing in higher quality videos through editing, you can ensure a greater return on investment for your marketing campaigns.

However, it is important to take advantage of unlimited video editing; you do not want to be restricted in the power capability of your campaigns. Unlimited video editing will allow you to put your best foot forward.

The Power of Teamwork

We all know that good managers and business leaders look for collaboration experience in new hires. Even in highly competitive sales environments, teamwork can help companies meet their performance goals. I have compiled several ways that teamwork can uplift both the company and its employees:

Fills in Skillset Gaps

You need to have employees that are adept at teamwork on your side as they will play to each other’s strengths in project management for the benefit of the company. Say that you’re the creative of the group, and one of your other teammates is more statistics oriented. If your teammate was to tackle a project towards creating an ad for the company, they would likely come to you for your expertise in writing copy while they run analytics on best possible keywords to attract your customers. With that power team, it’s no wonder you’ll be able to complete your appealing ad on time!

Allows for New Ideas

Modern workplaces are increasingly recognizing the benefits of diversity and inclusion on their projects. By fostering diversity and inclusion in your teamwork, you are naturally inviting new perspectives into the conversation and inspiring innovations. Teamwork also allows higher quality ideas as they are often vetted in group discussions.

Solves Problems Faster

When everyone works together, it is no wonder that the team is productive and completes tasks more efficiently. Even if the team is at a crossroads, a quick brainstorming session together can assist in the process of finding a viable solution.

Encourages Communication

We all know that this skill is an important facet of teamwork. However, did you know that teamwork also involves communication for conflict resolution? If you don’t agree on a concept that a coworker has put forth as a solution or believe strongly that a project should be completed a certain way, you will require compromise to continue to exceed your supervisor’s expectations for the project. Teamwork lays the foundation for strong communication as team members must resolve their arguments internally rather than notifying a supervisor.

Elevates Team Members

Teamwork is a natural morale-booster. Each team member is made to feel valued and heard for their input to the project. The employees’ morale will also translate into how they view their company as well as whether they exhibit company loyalty.

Are we missing any key points? Let us know how teamwork has impacted your company for the better.

Unlimited Web Development For Your Business. Is It Necessary?


Every business faces its own uniques challenges; however, those that want to have an online presence are all faced with one very similar one. How to design, update, and maintain their websites. Words such as “mobile optimization,” and “page loading speed,” can quickly become confusing, because, to the inexperienced, web development is a complicated world.

In this day and age, a website for any company is a must. People love to search, learn, and shop from mobile devices, and that’s why companies should understand the value of having a website to promote their business, even if they have a physical store location.

Five ways that having a website benefits business owners.

1. Builds brand awareness:​ Having an online presence allows you to be better able to let people know what makes you and your company unique. It sets you apart and will enable you to nurture your brand.

2. Keeps customers up to date: ​Having a website means that you can connect better with your customers and let them know new deals and information about your company.

3. Builds a relationship:​ Being able to communicate with your customers means that you can build a better relationship with your customers.


4. Fosters transparency:​ Connecting with your customers and communicating with them online means that you are building a relationship of trust. You want your customers to trust you and know that you only have the best product or services for them. That creates transparency that customers find incredibly valuable.

5. Increases sales:​ All of the above combined has one huge benefit for you and your company: an increase in sales. Online exposure, building and fostering customer relationships, and increasing brand awareness all help to increase sales and allow you to see higher ROI.

How you go about creating a website can vary. Many people hire a team to design and add content to their site and then call it a day. However, that is not recommended. It’s better to consider hiring a company that can provide you with ongoing, unlimited web development, so that not only is your site designed and built, but it is also maintained. Because the work of a website does not stop after it is designed and active. It has to be updated and optimized on a daily and weekly basis to continue to be effective and efficient.

Three Reasons Why You Need an Unlimited Copywriting Team

If you’re unsure as to whether or not hiring an unlimited copyrighting team for your business is really necessary, then keep reading because below we have collected three reasons of why it’s absolutely essential for you to hire an unlimited copyrighting team.

Three Reasons Why You Need an UnlimitedCopywriting Team:

One: Let’s be serious. You can’t write your own website. It just isn’t possible, and it’s certainly isn’t realistic. There’s going to be many different pages and sections that you’ll have to write copy for, and it’s probably going to take you quite a while. This is where an unlimited copywriting team can come in. Not only will they be able to do it much faster, but the copy will be only the highest quality.

Two: Perhaps the worst fear of any business owner is having a spelling or grammar error found on their website or in any of their company’s copy overall.  When you have an unlimited copywriting team, you can have those worries vanish. You don’t even have to worry about proofreading. The copywriting team can take care of it all for you, and you’ll instantly feel stress vanish.

Three: Let’s be honest. We all want to be better than our competitors when it comes to our business. This means that you need to have the best of everything, especially copy. An unlimited copywriting team will give you precisely that. When you hire a team to write your copy, you’ll receive only the best copy and nothing less.

Overall, it’s essential that you hire a copywriting team to write the copy for your business. We recommend you use one that will give you unlimited copywriting so that you’ll be able to utilize it fully. However, no matter how often you use them, you certainly need an on-demand unlimited copywriting team to write the copy for your business. Trust me, it’ll be more than worth it.