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