To begin Adobe Illustrator, every semester, my class counts off into groups and designs an identity package. The class begins by creating a logo; next the entire identity package, including business card, stationary and envelope.
This semester we decided to redesign the Starbucks Coffee logo.
Background on Starbucks
Starbucks was founded in 1971 across from Pike Place Market in Seattle, Washington.
The logo was a brown and white "twin-tailed siren." A siren is Greek mythology creature. They are mermaid like creatures that live in the sea. The term "siren song" refers to an appeal that is hard to resist but that, if heeded, will lead to a bad result. It is said that they would sing to mariners at sea, drawing them into the ocean to be lead to death. Early in mythology, sirens were represented by bird bodies, women's heads and lions mane; but later they pictorial depiction changed to a mermaid.
Slowly the "twin-tailed siren" became censored in the Starbucks logo. In the 15th century sketch of the siren, her breasts and her naval is exposed (only natural since she is a mermaid.) Her breasts were the first to get covered up... next her navel...and then recently her stomach has been cropped out of the logo. (Honestly, I never knew she was a mermaid.) Below, is a diagram of the evolution of Starbucks logo.

The students were directed to conduct research on the company. The four groups of 3 to 4 students worked well together. They advised each other on technical and aesthetic advice. I enjoy the group project because they learn from each other well. The students are required to hand in an identity binder. This includes the identity package, as well as a page which determines the fonts used, CMYK and RGB breakdown of the colors. Below is the student's interpretation Starbucks redesign.
Labels: design, starbucks