The Secret Story Behind The Starbucks Logo | eJOY English
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Her eyes command a warm confidence,
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her hair ripples as an ocean wave that laps provocatively over her chest.
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As the face of Starbucks since 2011
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the siren logo is alluring by design.
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Beckoning you into the store to grab a latte or a pastry.
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Her face is so perfect it's its own mirror,
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with the left and right sides copied to match up like a Rorschach test.
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She's beautiful and of course she's beautiful
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because her face looks like its' a piece of perfect symmetry.
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And we've long studied symmetry as the defining trait of beauty.
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But the secret you've probably never noticed about the sire
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is that while her features look symmetrical,
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they're actually asymmetrical.
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Look at the right side of her nose
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and you'll see a shadow that sort of dips a little bit lower.
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I talked to Lippincott who actually developed this logo for Starbucks in 2011
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and it's a pretty funny story.
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Lippincott's job was to rethink this logo
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and they decided, along with Starbucks, to break the siren out
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and to make her the focal point.
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When they were doing that
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they decided they had to also make her more perfect.
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If she was going to be zoomed in in her big close up
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on the cover of packaging, on the front of stores,
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they wanted her to be perfect.
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So they slowly started refining her face to be perfect.
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They made it a little bit skinnier,
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a little more model like,
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and eventually they really did succeed in making her perfect
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and they had her up on the wall alongside many different iterations
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and they couldn't figure out why her face just sort of looked like a dead mask.
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She didn't look friendly, she looked a little bit creepy.
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She looked a little bit like a pseudo person.
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What the designers realized was they'd made a mistake,
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they'd made her too symmetrical.
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So what they did was they went back to the drawing board,
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they added a little bit more curve to the entire design,
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but they really focused on the shadow of the face
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and adding just a little bit of asymmetry.
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Honestly it's just a few pixels in a logo,
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but look at it and it makes all the difference in the world.
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The Secret Story Behind The Starbucks Logo

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Guide
3
Intermediate
|
Business & Finance
After several iterations of the logo, one slight change brought us the image that millions of people see every day.
Vocabulary in this video
4 words
12 words
2 words
2 words
28 words
9 words
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