Tweak of Imperfection
The siren is like a super mermaid. A mermaid with one tail is just plain old mermaid. (Sorry, Ariel.) But a siren is often depicted with two tails . She might seem like an unusual choice for the face of a coffee company. But there's a pretty interesting backstory as to how and why the siren came to be. It was 1971 and the founders had landed on the name Starbucks , inspired by Moby Dick. Next up : creating a logo. The three founders hired a consultant named Terry Heckler. Heckler carefully studied over Old marine books until he came up with a logo based on an Old 16th-century Norwegian woodcut of a twin-tailed mermaid. *The mysterious, nautical figure called to them, as sirens do. The mermaid was exotic. She was also topless. At first, and despite some complaints, Starbucks just rolled with it. As executive chairman Howard Schultz later explained, "Bare breasted mermaid was supposed to be as...