Identity, Image, and Reputation

In the article, Corporate Image and Logos, the author emphasized how does corporate image is very important in an organization.

The marketplace is awash with logos, repeated in television commercials, on trucks that pass us by; on packages and signs in the supermarkets; stationery and flyers. The list is endless. It is essential, then, for a logo to have meaning; to present to the subconscious mind of the consumer a message about the corporation and/or the product it represents.

A logo does exactly that in a very subtle way. Part of a logo's impact comes from repetition, the very act of seeing a familiar symbol on a continual basis. Every company, every branded product or service needs a logo for this purpose.

Take starbucks as an example.
The logo is a "twin-tailed mermaid, or siren as she's known in Greek mythology". The logo has been streamlined over the years. In the first version, the Starbucks siren was topless and had a fully-visible double fish tail. See the picture as the following.


In the second version, her chest was covered by her flowing hair, but her navel was still visible, and the fish tail was cropped slightly. In the current version, her navel and chest are not visible at all, and only vestiges remain of the fish tails. The original logo can still be seen on the Starbucks store in Seattle's Pike Place Market and on Starbucks Anniversary Blend 1-pound coffee bags.

Now I can see this starbucks logo in the whole world. When I traveled in China, I would be very happy to see this green mermaid because there are not many good cafe shops there. Also, I like to buy Starbucks cup with this logo. I just feel I like this starbucks image.