The Symbolism of the Siren 

The Siren is more than a decorative element; she embodies Starbucks’ mission. Like the mythical sirens that lured sailors, the Siren symbolizes the irresistible allure of coffee. However, as Starbucks expanded beyond coffee into other markets, the logo needed to reflect broader aspirations. 

When redesigning the logo in 2011, the global branding team at Lippincott sought to give the Siren a sense of confidence, charm, and warmth. Initially, they created a perfectly symmetrical and flawless design. But something felt off. As Creative Director Connie Birdsall noted, “She was uncannily beautiful—almost too perfect, and a bit unsettling.” 

Imperfect by Design 

To make the Siren more relatable, the design team introduced a subtle asymmetry to her face. One side is slightly darker, and her nose appears a bit recessed. These imperfections made her feel more human and approachable. 

“Her imperfection was crucial to her success,” Birdsall explained. The adjustment transformed the Siren from a robotic figure into a relatable symbol embraced by millions worldwide. 

The Power of Asymmetry 

While symmetry is often associated with beauty, Starbucks intentionally broke this rule. The asymmetry made the Siren feel less like a flawless mask and more like a friendly, approachable figure. According to designer Bogdan Geana, this subtle change added a touch of humanity, which resonated deeply with customers. 

Beyond Coffee: The Siren’s Broader Role 

The decision to remove the words "Starbucks Coffee" from the logo reflected the company’s ambition to expand its offerings beyond beverages. Today, Starbucks includes breakfast items, snacks, and even wine on its menu, with the Siren representing the brand’s versatility and global appeal. 

A Closer Look at the Siren 

Next time you hold a Starbucks cup, take a moment to examine the Siren’s face. Her subtle asymmetry is a masterclass in branding, demonstrating how imperfection can create a connection that feels authentic and human. 

This thoughtful design choice is more than a visual quirk; it exemplifies the power of deliberate, meaningful branding in fostering a global connection.