Somewhat surprised were we when we came across a post decrying the old brown Starbucks logo in favor of the censored, common-place green one. In said post, author Maxator doesn’t so much mind the bare breasts that most people complain about, but instead doesn’t like the idea of the Starbucks mermaid holding her “mer-legs” apart. Going so far as to call the whole thing “offensive”, Maxator’s comments appear without an understanding for the logo’s core theme, never-mind a mermaid’s anatomy.
The original logo, unlike the polished, cartoony new green one, is not meant to look refined. Rather, it’s designed to look like a 15th century European woodcut depicting a twin-tailed mermaid, which is also known as a melusine. In fact, many historical melusine drawings depict the creatures in a similar way as Starbucks has, and the only pornographic notions are those inferred, not directly implied. Perhaps that’s why the melusine is even seen in European heraldry, and why the image is quite appropriate as Starbucks’ logo given the corporation’s intent to sell their outlets as a patron’s “third place” outside work and home: the melusine’s alchemical representation is that of unity: earth and water, body and soul, etc.
As far as we’re concerned, Starbucks should bring back the old logo permanently. Those who think the old logo is hideous are clearly missing the point. We happen to like the old-world feel of the Pike’s Place Starbucks store, and wish that all newer stores embodied the same theme. Screw the spit and polish and unnecessary censoring of the new logo. It’s almost as though Americans want to be offended.
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{ 1 comment }
Wow. You’ve really mastered the art of taking the fun out of things, haven’t you…. (you here is in the plural form since apparently you are “we”)
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