What kind of culture does Starbucks represent in America?

Starbucks

English

Starbucks

The source of meaning is 1L atte, which is a latte in Starbucks. Actually, it's Italian, which means cream.

The source of meaning 2

Everyone knows that Starbucks' name comes from Dick, the first mate who likes to drink coffee in Moby. Few people know who came up with the name.

This dates back to the early 1970s, when Starbucks sold coffee beans and spices. The name Starbucks really bothers the elders of Starbucks (3). Gordon Bowker and his creative partner Terry Heckler discussed the name of the store. In fact, he seems to want to use the name "Pequod", which comes from the ship Mobidick. Terry Heck disagrees with this view. What he wants is a unique name related to the northwest of the United States. He chose the name of the miners' gathering place near Mount Rainier. After discussion, Gerald Baldwin reconnected this name with his favorite Moby Dick. Starbucks was the first first mate on the Pequod who liked coffee. Howard schultz said in the book that the name is reminiscent of the adventure story at sea and the tradition of coffee merchants traveling around the world in search of good coffee beans in early years, which is somewhat like drinking water.

(1) The above information comes from Dori Jones Yang 1997.

Starbucks logo is even more mysterious. It is said that after the name was confirmed, Terry Heckel began to study his ancient navigation books, and later found the woodcarving (carving) pattern of a two-tailed mermaid in Scandinavia in the16th century, so he designed the logo of Starbucks, that is, the word mermaid surrounded the spice of Starbucks coffee and tea. According to my investigation, this logo was first used in16th century. At that time, Starbucks' name was

Starbucks Coffee Company (Washington Company)

The registered address is 2200 Emerson Street, 98 199, Seattle, Washington.

Later, on the date of 1986165438+1October 18, a brand with the word Starbucks was registered, and the mermaid's appearance remained basically unchanged.

The trademark 1989 (which may have been used before) registered on June 6th has changed greatly. The color is changed to green, the mermaid is still full-length, or the belly button is retained, but it is more like logo than the printing style.

Subsequently, on June199465438+1October 1 1, Starbucks completed the logo registration of this version. But color is not accurately defined. In fact, this sign is said to have been used since 1992.

Later, small-scale supplementary registration was carried out in1February 1995 and1February 1997 respectively. The green color was defined for the first time, and the pattern changed slightly for the second time, as if only the line thickness was involved.

It is not difficult to see from the evolution of Starbucks logo that mermaids are becoming more and more subtle. It is difficult to tell her double-tailed version from the first bare chest to the later one. The first big change (version 94) is to cover the mermaid's breasts with hair, like many implicit beautiful photos. It is said that the opinions from customers think that the image of mermaid is very aggressive and there are too many "sex" temptations in it.

Is this because the logo at the beginning is too realistic and direct? So the later changes are to remove redundant elements, such as removing the fishtail that feels like cheating. That posture is really ugly, which is the biggest improvement of the current version.

This important change is said to come from quantum graphics &; Mr. Michael, the father of design. He found that everyone was dissatisfied with the mermaid who lost her legs, so he took the initiative to find howard schultz and submitted his own revised design. Of course, he also made a lot of money.

But half of the fish's tail (from three forks to two forks, like a crab clip) is often mistaken for a mermaid's hand. It is said that even Starbucks employees don't know that crab clips are actually tails.

I think Mr. Terry Heck chose the mermaid as a symbol mainly because of its attraction.

Now, the original version of the logo is still kept in Starbucks Park Market in Seattle.

A big debate about Starbucks mermaid is whether this image is Sai Ren or mermaid ~

An important article I mentioned, "How Starbucks Sirens Become Naughty", also talked about the explanation of sirens. He mentioned in the article:

Basically, according to the information I collected from different sources, including the book, there is a lot of confusion between the half-women in different myths. Usually they are called Sai Ren-half bird/half woman and half fish/half woman. This kind of fish is usually called a mermaid. According to the ancient Greeks, both of them lured sailors with singing and sexual promises, and then killed them, but hans christian andersen and Disney basically made everyone forget this.

He thinks that Sai Ren refers to monsters that are half animals and half women, including many kinds of monsters, such as fish, half women, half birds and half women. The one who is half fish and half woman is called mermaid. I also checked the information in my hand for this.

Some of these excerpts are as follows:

Sirens

In Greek mythology, Sai Ren was the goddess of the sea. She seduced sailors with her sweet songs, which led to the sinking of their ships. This painting was created by the French artist Leon Bailey in the19th century at the Sandelin Hotel in Saint-Omer, France. Odysseus overcame the temptation by tying himself to the mast. Encyclopedia of Nkhata

Microsoft Encarta Reference Library 2005.

And my 14 edition of Encyclopedia Britannica points out in more detail in 1929:

In Greek mythology, the daughters of the sea god Fossey. Or, in later legends, Achelous, the river god, and a fairy. In Homer's epic, there are two of them; Their home is an island in the western Pacific Ocean, between Circe Island and Scylla Rock. .

To be sure, they used songs to confuse sailors. Odysseus (Odysseus) got the warning from Circe (a witch who can turn people into pigs) and sealed her ears with wax, thus avoiding Sai Ren's singing …

Therefore, I think it is no problem to translate Sai Ren into a mermaid. Although there is still the word mermaid, some Starbucks clerks will describe her as Poseidon, but this is not a mistake.

Besides, Odysseus met Sai Ren in Italy, which is similar to the place where we met espresso ~ I wonder if Terry Heckle thinks so (hahaha, I'm talking nonsense. )

Starbucks' choice of this logo is simply too appropriate. Although mermaids have some bad reputations, so does coffee? The mermaid in Starbucks doesn't sing, but the coffee cup in her hand smells of singing. If you want to be like Odysseus, I'm afraid you have to seal your nose with wax.

Thanks to the development of Starbucks, designers have also endowed the mermaid with more and more rich images. On the comprehensive packaging of the new anniversary, we finally saw the full-length portrait of the mermaid, which is different from the designed version and has returned to realism, but this time the mermaid is much more beautiful ~ we have long forgotten the person who once confused the sailors, and Starbucks has turned her into our neighbor who entertained guests with coffee.