​Starbucks’ founders wanted a logo that reflected the seafaring roots of coffee and Seattle’s identity as a historic port city. They drew inspiration from a 16th-century Norse woodcut depicting a twin-tailed siren, resulting in a distinctive and evocative design. When Howard Schultz acquired the company in 1987, he set out to transform Starbucks from a niche local retailer into a mainstream national brand. The logo was updated to align with this new vision: the siren was retained, but her exposed breasts were concealed with flowing hair to make the imagery more acceptable to Middle America. As Starbucks expanded rapidly, the company needed a logo that was easily reproducible across modern marketing channels - including store signage, packaging, and merchandise. The simplified 1987 redesign not only supported this scalability but also enhanced the siren’s modesty. By 2011, Starbucks believed that the siren had become iconic enough to stand alone, without the need to display the company’s name. While this confidence was likely justified, such a move carries risk. A brand's name is a critical part of its mental real estate. Detaching the name from the logo could gradually erode its memorability. Strong brands reinforce identity through multiple sensory cues, and ideally, both the visual mark and the brand name should be communicated at every opportunity.