Meaning: Starbucks’ green logo is a double-tailed Poseidon image that looks like a mermaid. This logo was designed in 1971 by a young Seattle designer, Terry Heckler, who was inspired by medieval woodcut Poseidon statues. of.

The mermaid image on the logo also conveys the dual meaning of primitiveness and modernity: her face is very simple, but it is packaged in a modern abstract form, with black and white in the middle and only surrounded by a circle of color on the outside. .

Extended information:

Brand expansion:

The chain-like expansion of Starbucks is due to Starbucks injecting values ??into its own brand and transforming its corporate culture into into content and form that consumers can feel. Starbucks brand expansion has always adhered to the direct operation route: direct management and unified leadership by Starbucks headquarters, with the purpose of controlling quality standards.

In this way, each store is managed and trained by the headquarters to ensure that every overseas store is 100% American Starbucks. Although the initial capital investment was relatively large, the high professional quality of the staff facilitated the promotion of coffee education and established the most professional image in the industry. The expansion of the Starbucks brand became more determined and powerful.

At the end of 2001, a survey by the Kellogg School of Management in the United States showed that successful companies use a consistent, clear and multi-faceted way to define and use emotional relationships. The mystery of Starbucks’ rise lies in a special ingredient added to the coffee beans: human touch. Starbucks has implemented this core value from beginning to end.

This core value originates from and revolves around the construction of "relationships" between people to accumulate brand equity. Howard Schultz believed that the strongest and most enduring brands are built in the hearts of customers and partners. In the final analysis, a brand is a spiritual alliance formed inside and outside the company (between partners, partners and customers) and a community of interests in which both suffer losses and prosper.

Baidu Encyclopedia-Starbucks