Starbucks. One of the most prevalent logos around us is also one with the most unusual history.1. The natural, placid form of the circular logo is certainly a key factor in what makes this logo work. The image of the mermaid is contained and cropped within the black circle, and the type is shaped around the circle. The simplicity in color is also a gestalt principle with the white used against colored backgrounds as seen in the text and mermaid image.
2. Originally, Starbucks tried to use the lure of female sexuality to draw customers to the coffee with the nude mermaid (originally called "Moby's Coffee," customers weren't drawn to a coffee named after a whale. When the owners changed the name to Starbucks, it continued the link to the novel "Moby Dick" but subconsciously it's named with allure -- "star" and "bucks" when broken down alludes to wealth and fame; things consumers could be drawn to.) Still, the mermaid prevails as a sign of ancient myth, a siren with alluring characteristics.
3. The green encircles the ultimate image, which is an unusual concept to utilize rather than outlining an image in black, the color outlines the image. The typography works with the mermaid; the text within the circle is recognizable, and the image is recognizable but they both work best together.
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