The Siren Awakening




​Her Vision


​What do You
​ See in Her? 


Howard Schultz, the CEO who transformed Starbucks from 11 stories to over 30,000 - creating for Her a global coffee empire - described the original logo as “barebreasted and Rubenesque.” 
Howard Schultz, 
Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time,  

According to official company mythology, when the founders were in search of a logo, “There was a lot of poring over old marine books going on, and suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or siren.”

The Siren came to your coffee cup via Heckler Branding, called Heckler Bowker back in the early 70s when Starbucks was founded.  Bowker, a writer at the time, was also co-founding Starbucks. They worked together on Starbucks' name, but Heckler was responsible for its logo, says:
​It's a metaphor for the allure of caffeine,
​the sirens who drew sailors into the rocks ...
 At first, the siren's chest was bare, but after seeing her blown up on a delivery truck, Heckler redrew her with her hair falling over her breasts. After "complaints from women about the double tails," he redrew her again in a less risqué pose.

The original siren - bare breasted, plump stomach with belly button (pregnant?) and twin-tails promiscuously splayed - is now visually muted. Progressive redesigns hide these features. ​

Picture

The Siren adorns the ritual
morning cups
of untold millions,
around the world,
daily.

She's the most ubiquitous
image of the
Empowered 
Conscious
Feminine

in contemporary culture.
Period.
​
Over 30,000 cafes
bear Her Image.

What's obvious here? 
And what remains hidden? 


Her representation as a corporate logo has had a fascinating evolution, as discussed in Book One.
First, a bare-breasted, pregnant, two-tailed mermaid, holding her tails up and out ...


...and what does
She see in You?


What Powers are Hidden in Her Gaze?


 
​The Starbucks Logo Has A Secret You've Never Noticed.


Picture


Here's the official story ...


​... but it's not even half the story.


Sneak Peek
Current Version of 
The Siren Sisterhood 

Symbol

​The Awakening Siren


The Siren Sisterhood: Photo Campaigns

Click Below.
The Siren Sisterhood's 2016 #Starbucks4StandingRock Photo Campaign 

Partner Walk In Annual Shareholders Meeting [2014], from Torch Worldwide

  • The Siren Awakening
  • Synopsis
  • First Chapters Free
  • Her Vision
  • Her Voice
  • Her Circles
  • Author
  • Connect
  • The Siren Awakening
  • Synopsis
  • First Chapters Free
  • Her Vision
  • Her Voice
  • Her Circles
  • Author
  • Connect