In March, two global companies - coffee chain Starbucks and food manufacturer Kraft Foods - experienced significant changes. The first has entered two new categories for itself, and the second has introduced a new name for its global business. Change is an important step for any brand. Often, logos can tell a lot about the development of a company, so we decided to trace the history of Starbucks and Kraft Foods through them.

Starbucks

The Starbucks story began in 1971, when two teachers and one writer chipped in $1,300 each to open a coffee bean shop in a shopping mall in Seattle, Washington. The friends decided to name their store in honor of one of Starbuck's characters in the cult American novel Moby Dick. Since Starbuck was an assistant on the ship, the creators decided to keep the theme of the sea. Therefore, the image of the two-tailed mermaid Siren, a sea creature from ancient Greek mythology, was chosen for the logo. An engraving from a 16th-century book was used, in which the Siren is depicted half-naked.

True, the designer made several changes - he made Sirena's smile wider and removed the navel. The first Starbucks logo in 1971 was shaped like a cigar strip. The main color of the logo was brown.

In 1987, green and stars appeared on the logo.

In 1992, the logo focused on the Siren's face - the lower part of the mermaid's body was removed. Brown color was ousted.

In 2011, Starbucks decided to radically change the twenty-year-old logo. “Siren has represented coffee for forty years, and now she is a self-sufficient star,” the company said. Therefore, it was decided to remove everything from the logo, except for the mythological creature. The green bezel with the company name and stars has disappeared, the color of the logo has become lighter. According to Starbucks, this is a more expressive and expressive logo, which at the same time retains the most important thing - the image of the Siren and the green circle.

Starbucks expanded beyond the US market in 1996 by opening locations in Japan and Singapore. Growing out of a supermarket coffee shop, the worldwide coffee shop chain now has a profit of $945 million (2010). Starbucks continues to explore new markets - now the company has begun to produce juices and energetic drinks.

Kraft Foods

Kraft Foods was founded in 1903 by James Kraft (originally J.L. Kraft & Bros). He was the company's president from 1909 to 1953. Over the course of its history, Kraft Foods has changed not only the name, but also the logo. Here are the most significant changes.

Until 2009, the company logo looked like this.

In February 2009, the Nitro advertising agency developed a new corporate logo, adding a smile element to the identity. The logo also featured a firework of 7 colorful spots, each representing a specific line of business for Kraft Foods. In addition, the corporation introduced a new slogan - Make today delicious (Make today delicious).

Five months later, the logo was changed again, with the focus shifted from the smile to the colorful petals.

Kraft Foods is one of the largest food manufacturing companies in the world. In 2011, the company's annual sales were $54.4 billion. On August 4, 2011, Kraft Foods announced its plans to split and form two independent public companies, and last week unveiled a new name for the global business.

Kraft Foods has been on the Russian market for 17 years, the company's investments in the Russian economy have already exceeded $800 million. Kraft Foods Rus produces goods under such brands as Carte Noire, Jacobs, Maxwell House, Alpen Gold, Vozdushny, Milka, Wonderful Evening, Anniversary, Prichuda, Alpen Gold Chocolife, Barney, Tornado, TUC and Estrella.

In February 2010, Kraft Foods acquired Cadbury globally. The key brands of Dirol Cadbury on the Russian market are Dirol, Stimorol, Malabar chewing gum, Halls and Dirol Drops, Cadbury, Tempo and Picnic chocolate. Kraft Foods owns 5 factories in Russia.

The success story of Starbucks - the world's largest coffee shop chain: first steps and first victories, development of new territories and conquering the world, leaders and secrets of success.

The forty-year history of Starbucks is the path from a small store to a huge business empire, known today to the whole world, successfully operating in different countries and unwilling to stop there.

Starbucks history - first steps

Three friends who were united by the love of coffee - writer Gordon Bowker, history and English teachers Zev Ziegal and Jerry Baldwin, set about creating a common cause. And even the fact that the modest savings of ordinary teachers and a writer were not enough for this venture, so they had to take out a loan, did not stop them.

So in March 1971, a small shop appeared in Seattle, selling high-quality home-roasted coffee beans and equipment for its preparation. So the first and for a long time the only coffee house in the city was opened. The owners were happy to talk about coffee to their few customers, instilling a love for this drink.

For almost the entire first year of operation, the Starbucks founders collaborated with Alfred Peet, the owner of Peet’s Coffee: they bought coffee beans from him, learned how to roast them and how to select them correctly. But then Gordon, Zev, and Jerry decided to work directly with coffee suppliers, and at the same time as installing their own roaster, a second store was opened on campus. Soon a catalog of branded products was released and mail order was launched.

Since the creators of Starbucks are creative people, it is not surprising that the name that the company received is associated with the hero of Herman Melville's novel The White Whale or Moby Dick. The first mate on the ship that was chasing the white whale was called Starbuck.

The company's first logo, a two-tailed mermaid drawn from an old 16th-century engraving and surrounded by the store's name, meant that coffee was brought to Starbucks from afar. True, the bare chest and bare navel of the siren was perceived ambiguously. On the one hand, she was supposed to be seductive, like the drink itself, and on the other hand, not everyone had such a look that evoked pleasant feelings. True, the logo changed several times, and with it the mermaid () also changed.

Starbucks - first wins

The success of Starbucks is largely due to Howard Schultz. An outsider who was hired by the owners to help them develop the company, since they themselves could no longer cope with the imminent difficulties, eventually became its owner. Under the leadership of this talented businessman, the Starbucks coffee chain has conquered the whole world.

After a trip to Milan, where Schultz saw wonderful Italian coffee houses, he was so inspired that he wanted to replicate the Italian experience in America. But the idea of ​​selling not only grains but also ready-made coffee in a store in Seattle did not find support from its owners. True to tradition, they believed that then their store would lose its essence, and it was better to make coffee at home.

Schultz left Starbucks, and the II Gionale coffee house he created bought Starbucks from the founders two years later. And so the first coffee houses of the famous company appeared outside of Seattle, in Chicago, Vancouver, British Columbia. After 7 years in America there were already 165 coffee shops, and after another 3 years (in 1996) the first coffee shop outside the USA was opened - in Japan. Then coffee houses appeared in Taiwan, the Philippines, Singapore, Hawaii, Thailand, China, South Korea, Malaysia, Kuwait, Libya… Interestingly, there are countries where Starbucks has not taken root, among them is Austria. But in Japan, Great Britain, Canada, the company was waiting for a huge success.

All the work of the Schultz team was aimed at creating a cozy atmosphere in Starbucks establishments. Fireplaces, comfortable sofas, beautifully curved lines that create an open and comfortable space at the same time, free Wi-Fi - everything for people.

For Howard Schultz, in the first place is not filling the stomachs of his visitors, but their souls, as he himself says. He realized his dream - to create an enchanting atmosphere in all Starbucks establishments, and at the same time make it special, unique in every coffee shop.

Starbucks history - the first difficulties

There have been ups and downs in the history of Starbucks. The company has repeatedly experienced difficult times.

All varieties of coffee were supplied in two-kilogram bags. Expensive and rare varieties ran out of steam quickly after opening the bags, as they were rarely sold. Then the idea came up to create their own technology, which would make it possible to obtain powdered coffee, but of excellent quality. Buying expensive coffee at Starbucks, you may not realize that it is actually an instant product, it is so tasty and of high quality.

In the 90s in California they began to join healthy eating: every calorie was counted, and coffee with whole milk, due to its high fat content, was classified as a product that is very unhealthy. Prepare coffee with skimmed milk Starbucks hesitated for a long time: they were afraid that such an innovation would not allow preserving the real taste of the drink. But when the company began to lose customers, it was necessary to diversify the assortment.

The next decade brought new challenges. A serious problem was the new, too large and bulky coffee machines, which blocked the staff from the guests. To lower the coffee machines, the racks had to be redone.

The economic crisis, when hundreds of coffee houses had to be closed, the sale of additional goods in stores, which was not successful for certain reasons - all this did not break the company, but only made it stronger.

Starbucks - secrets of success

1. Amazing atmosphere

The main thing is not coffee

People love Starbucks not so much for good coffee, but for the special atmosphere that has been created and maintained throughout the history of the company. Preserving traditions is a matter of honor. Almost nothing has changed in the interior of the first coffee shop, for which it is called the "Starbucks Museum".

Music

The same music is playing in all cities at the same time: if you are enjoying a cup of your favorite drink in Milan, visitors in New York, Seattle and other cities around the world are hearing the same melody at this moment.

Store locations

It is important for the company that people who come to their establishments to drink coffee can enjoy the daylight, while the sun does not shine in their eyes. You won't find any Starbucks where the front door faces north. The entrance is always oriented either south or east.

2. Marketing strategies

To promote a brand, marketers are constantly coming up with simple but very curious tricks. One of them is a corrugated cardboard ring that is put on top of a paper cup so that it does not burn your hands. And for a small surcharge, each customer can get a reusable polyurethane ring with the Starbucks logo. This is not only a great competitive move, but also care for people and the environment.

Another "trick" - the famous Starbucks thermo mugs, which have been sold in the famous chain of coffee houses for several years, as well as souvenir mugs and glasses, which you can always buy in the network of establishments.

3. Enduring principles

The secrets of the company's success are caring for its employees (Starbucks is in the top 100 employers on the planet), loyalty to traditions, friendliness of the staff and open communication with visitors (intractable, no matter how professional they are, Starbucks does not take), uncompromising quality and thoughtful marketing moves. Fair trade, environmental protection, a working atmosphere in which friendliness and respect for each other reign, courteous service are the fundamental principles of the company, which help it to attract and retain in the circle regular customers connoisseurs good coffee. The company has recently donated part of its profits to the fight against AIDS in Africa.

4. Rich menu

Today, Starbucks coffee houses offer not only selected varieties of coffee, but also a skillfully selected additional assortment - various syrups and teas, seasonal types of coffee, as well as some dishes: snacks, light salads and desserts. Bribes and flexibility in the menu. There are thousands of combinations of coffee at Starbucks, and each visitor has the opportunity to create drinks on their own, based on personal tastes and preferences.

5. Relentless ambition

Today, Starbucks is the world's largest chain of coffee houses: more than 50 countries are open, about 18,000 establishments operate around the world. The company employs more than 135 thousand people.

For Americans, Starbucks is something very dear, like a second home, and for America itself, it is one of its main symbols. Today, expansion is going at a crazy pace. Local networks of coffee houses are being created in different parts of the globe, new varieties of coffee are constantly appearing. The latest novelty is light roasted coffee with a milder taste compared to a drink made from well-roasted beans.

Since 2011, branded Starbucks coffee. And on the shelves of stores appeared branded cold tea companies that are produced under the Tazo brand. Collaboration with other well-known corporations and the joint creation of innovative drinks, one of which, for example, consists of green coffee extract and natural fruit juice and is already sold in American stores, has allowed us to reach a new stage of development. The management of the company has no time to rest: ambitions do not allow.

Starbucks today - it best brands coffee and an excellent drink that is prepared by professionals from selected beans, a welcoming atmosphere that encourages relaxation and pleasant communication, and something elusive, but very captivating - probably many years of experience in which the creators' love for a noble drink lives.

Brand: Starbucks

Tagline: You and Starbucks. More than coffee

Industry: trade, restaurant business

Products: coffee

Year of birth of the brand: 1971

Owner: Starbucks Corporation

Starbucks is an American coffee company and chain of coffee houses of the same name. The management company is Starbucks Corporation. Starbucks is the largest coffee company in the world with over 19,000 coffee shops in 60 countries, including 12,781 in the US, 1,241 in Canada, 1,062 in Japan, 976 in the UK (as of March 2012) and 60 in Russia (as of October 2012). Starbucks sells espresso, other hot and cold drinks, coffee, hot and cold sandwiches, cakes, snacks, and items such as mugs and glasses. The company's headquarters is in Seattle, Washington.

The company was founded relatively recently, in 1971, and it began its journey as a network of coffee shops. The first store opened on March 30, 1971. The three founders Jerry Baldwin, Zev Siegl and Gordon Bowker, English teacher, history teacher and writer, decided to go into coffee bean sales and opened their first store in Pike Place Market, Seattle. . The shop was not only the first, but also the only one for a long time. But after ten years of shops Starbucks became five, in addition, the company had its own factory. In addition to selling coffee in its stores, the company was also a supplier of coffee beans for many coffee houses, bars and restaurants.

The name itself Starbucks comes from the name of one of the characters in the famous novel by Herman Melville "Moby Dick". Starbuck - that was the name of the first mate on the ship "Pequod", on which the pursuit of the white whale, nicknamed Moby Dick, took place. The first version of the name of the coffee shop was - "Pequod", after the name of the ship, but this word was rejected. Then the founders, according to one version, began to look for a suitable name, paying attention to the fact that the word reflected the local spirit and flavor of their native Seattle. According to legend, this word was "Starbo" ("Starbo") - that was the name of the old mine, located nearby. But the idea to take the name from the novel was still not abandoned, and a name was found that was consonant with the word "Starbo" - the name of Starbucks' chief mate became the name of the company. Contrary to popular belief, the first mate was not a coffee lover, but for a long time most people (with the exception of English literature teachers) will associate his name with coffee, and not with navigation.

But perhaps the most memorable element of the brand Starbucks became his logo. A mermaid or siren with two tails, found in an old engraving of the sixteenth century, has migrated to the emblem Starbucks and, although slightly changed, has remained there to this day, continuing the maritime theme of the company's name. A mermaid with two tails is a common character in medieval folklore, she was called Melusina or Melisande, this image was often used in heraldry. In 1987, the logo changes, combining the logos of the two companies Starbucks and Il Giornale, it is from Il Giornale sign Starbucks and got its characteristic features - the mermaid was surrounded by a green circle with stars and the name of the company.

It should be noted that the original logo Starbucks can still be seen at the first store in Seattle.

1987 marks a turning point in history Starbucks, Howard Schultz became the owner of the company, who made Starbucks what we know it today. Schultz has worked in Starbucks several years as director of retail sales and marketing, but could not fulfill his dream - to create a network of coffee houses based on the company. Then he leaves the business and starts his own business - soon Schultz becomes the owner of the Il Giornale coffee chain. And in 1987 he returns and, having found investors, buys the company. Having bought Starbucks, he gives this unusual name to his coffee shops and combines two related activities into one company. Such an alliance turned out to be unusually successful and the chain of coffee houses Starbucks under his leadership she managed to conquer the whole world.

One of the main merits of Howard, which contributed to the success Starbucks, is that he brought standardization to the company. In any coffee shop there is the same assortment of basic goods. In whatever country you are, but you can drink your favorite coffee. Certainly, Starbucks also represents some special products created for some nationality.

Espresso, hot chocolate, Frappuccinos, various syrups, seasonal coffees, teas and much more - all this is an assortment Starbucks. For coffee, you can order a cake or a sandwich. However, unlike most other cafes in Starbucks The focus is on coffee. People come here to drink this drink, not to eat "coffee cake". In general, in America, coffee in Starbucks drink differently. Someone enjoys the amazing atmosphere of a coffee shop, while someone buys a drink and drinks it on the go, on the way to work, for example. Fortunately, plastic cups allow you to do this with comfort.

If we talk about the standardization that Schultz introduced at the company, then it stands out for one more thing - the atmosphere in the coffee shops. On the one hand, the main elements in all institutions Starbucks similar, but on the other - each coffee house has its own characteristics, its own unique atmosphere. And this is largely the merit of Howard Schultz and the company's design team.

In 1988, the company entered the mail order business and released its first product catalog, thanks to which it was able to supply 33 stores in different states of the United States, and in 7 years the company will have 165 stores in America.

In 1992, during the initial public offering on the stock market, Starbucks had 165 outlets.

Japan's first coffee shop opens in 1996 Starbucks outside the USA. In the 1990s, Starbucks opened a new store every business day, maintaining that pace until the early 2000s.

Recent decades Starbucks is engaged in buying up local chains of coffee houses around the world, making them part of its brand. The company has been expanding at a crazy pace lately. Even on The Simpsons, there were a few jokes about how the network Starbucks takes over America. However, now the situation has changed somewhat, and Howard Schultz even announced that Starbucks intends to close about 600 stores in the US this year.

The economic crisis is one of the reasons for the problems Starbucks. Still, in this chain of coffee houses, coffee is frankly expensive. In addition, internal problems in the company also contributed to the current situation. Not so long ago, Howard Schultz announced that he was returning to Starbucks to solve the problems his company is mired in. Just like Michael Dell. Will he get it? Probably yes. Starbucks- one of the favorite brands of Americans. And it's worth it.

V Starbucks people drink coffee. From businessmen sipping espresso on the go to young couples enjoying themselves at a table (although it should be noted that these tables are not the best). V Starbucks freelancers are actively working, bloggers write their new posts, and podcasters edit sound files. The atmosphere of this coffee shop attracts people with laptops. Luckily there is Wi-Fi.

Music is constantly playing in the cafe. At the same time, it is interesting that there is a central server that plays the same music throughout the network. Starbucks. This means that the song that you hear now in New York is playing in Seattle right now. This state of affairs led Howard Schultz to an agreement with another icon of American business - Apple. Any user of an iPhone communicator or an iPod Touch player can, by coming to Starbucks instantly purchase the song currently playing through the iTunes Store.

At the same time, recently in coffee houses Starbucks began to sell a lot of foreign goods. The company believed that by doing so they would make Starbucks something more than an ordinary coffee shop. Did not work out. The company recently announced that they would no longer sell music in coffee shops. On average, per day in each establishment Starbucks Sold by one CD. Naturally, this decision does not affect the contract with Apple.

In January 2011, the company announced a logo update. The green ring disappears from the round logo with company name, and the black and white image of the siren becomes green and white and fills the entire circle.

"We've allowed the siren to come out of the circle, and that, I think, will give us more freedom and flexibility to see a little more than coffee," said chief executive Howard Schultz.

Now Starbucks is not in the best situation, but probably soon the company will make every effort to get out of the crisis. It remains only to wait. It is unlikely that the situation will improve immediately.

Ask anyone what Seattle gave the world, and most likely you will be told two things: Nirvana (which actually appeared in the town of Aberdeen nearby), and Starbucks. And if Nirvana has not existed for more than 20 years, then Starbucks today is an ubiquitous phenomenon.

The people of Seattle are proud to have given the world a new style of music and to rekindle the popularity of coffee. Since I don’t really understand music, today I’ll talk about Starbucks.

Yulia and I were in Seattle on our way home from. Soon I, without having time to tell anything about this city, for which I received a small scolding from Lena (so far you have only seen her in). Now that I'm home again, I can sort out my debts to Lena and to Seattle. I'll start today with Starbucks.

As everyone knows, Starbucks today is a worldwide network that can be found in every corner of the world. I was told that the Starbucks branch used to work inside! I think a little more, and Starbucks will replace Coca-Cola as the most recognizable brand in the world.

Many are aware that Seattle is the birthplace of Starbucks, but not everyone knows the details of the company's history, and the fact that the First Starbucks still operates in this city. In fact, he is not the first, but more on that later.

This is what the place looks like from the outside:

The sharpest of you have probably noticed that some unusual logos hang above this cafe. Yes - this is the original form of the world famous trademark. Let's take a closer look at it and try to find a few differences:

Did you notice anything? Right! In the original logo, the world-famous mermaid was showing off her boobs!

The first version of the mermaid was taken in 1971 straight from a medieval engraving. When the three friends decided to start their own coffee bean business, they gave some thought to the name, and decided to name their shop after Starbuck, the first mate in the novel Moby Dick. One of the founders heard that names beginning with "st" give the impression of serious and successful businesses. The mermaid just approached the nautical theme - the store was located near the coast in a port city.

At that time, Starbucks did not make coffee, but only sold it in the form of beans. In addition, coffee roasting equipment was on sale, as well as many different teas (including my favorite, smoked Lapsang Souchong).

Coffee and tea were sold by weight. It was impossible to drink a drink in the store, or take it with you in mountain form.

The early 1970s were not the best time for Seattle, and business in the city was slow. The second store was opened a year later, but the network did not find much success for a very long time. By 1986, there were only six coffee shops in Seattle.

At that time, coffee sales in the United States were falling sharply, and the owners decided to sell Starbucks (which was then just starting to brew their own espresso) to one of their former employees, Howard Schultz. He aggressively promoted the business, opening many new coffee shops in the US Northwest and across the border in Canada. Schultz is the head of the company until now.

Shortly after the purchase, in 1987 he finally did a professional logo design. The mermaid remained, but her boobs were modestly hidden by long hair. Instead, her navel was shown to the public. Five years later, in 1992, he also disappeared.

In the 1990s, Starbucks finally found wide success. It was she who popularized espresso-based drinks in the United States and many other places in the world. Today it is customary to pinch your nose to Starbucks coffee (saying that they have really gone bad), but be that as it may, the company created a whole market around itself in which people were willing to pay $ 3 - $ 4 for a coffee drink when there was draft coffee in the store opposite sold for 60 cents.

The success of Starbucks did not go unnoticed - mostly competitors, in an attempt to repeat it, copied what was easiest to copy. The Starbucks logo got rid of the famous "Starbucks Coffee" inscription in 2011, because everyone already knew what the mermaid in the green mug was. But before that, he managed to give rise to a small army of imitators. A circle with a picture in the middle and an inscription around the perimeter (sometimes very similar to the Starbucks font) immediately tells everyone - "Here they will pour you a cup of mediocre, but generally tolerable coffee."

It is this many times copied logo that I consider Seattle's main contribution to world civilization. In many countries (and Russia is one of them), copycats with similar branding entered the market long before Starbucks itself came there.

But back to the First Starbucks, located at 1912 Pike Place Market. There is even a sign inside, very official:

Unfortunately, the sign is blatantly lying. The first and main Starbucks store in 1971 was opened at a different address, nearby. He worked there until the end of 1976, when he was forced to close as the building was about to be demolished. And only in 1977, the owners opened a shop at Pike Place Market, where it is located to this day.

Tourists are not embarrassed by such nuances - and the "First Starbucks" is one of the main attractions of Seattle. Every visitor to the city considers it his duty to come here to drink a cup of mediocre coffee and take a selfie in front of the sign. Because of this, there are almost always queues inside.

I asked if they sell anything special here since it's the "First Starbucks" and they told me it's the only place they have some kind of unique variety. coffee beans, named after the address of the Pike Place Special Reserve coffee shop. From this coffee you can order a drink, or you can just buy a bag of beans the old fashioned way. These packages have an old logo resurrected by some marketing geniuses.

Nearby on the shelves are ordinary products with a modern logo.

Inside, it's hard to distinguish this Starbucks from any other, unless there are more people here. It's amazing, maybe there are people who come here without realizing that this coffee shop is somehow different from thousands of other Starbucks in the world?

- This is perhaps the most famous coffee shop chain in the world. Besides Starbucks Corp. engages in the sale of coffee beans. The company was founded relatively recently, in 1971, and it began its journey as a network of coffee shops. The first store opened on March 30, 1971. The three founders Jerry Baldwin, Zev Siegl and Gordon Bowker, English teacher, history teacher and writer, decided to go into coffee bean sales and opened their first store in Pike Place Market, Seattle. . The shop was not only the first, but also the only one for a long time. But ten years later there were five stores, in addition, the company had its own factory. In addition to selling coffee in its stores, the company was also a supplier of coffee beans for many coffee houses, bars and restaurants.

In 1987, a turning point in history comes, Howard Schultz becomes the owner of the company, who made it what we know today. Schultz worked for several years as director of retail sales and marketing, but was unable to fulfill his dream of creating a chain of coffee shops based on the company. Then he leaves the business and starts his own business - soon Schultz becomes the owner of a coffee shop chain Il Giornale. And in 1987 he returns and, having found investors, buys the company. Having bought , he gives this unusual name to his coffee shops and combines two related activities into one company. Such an alliance turned out to be unusually successful, and the network of coffee houses under his leadership managed to conquer the whole world.

The company got its name from one of the characters in the novel "Moby-Dick, or the White Whale" by Herman Melville (and what else could you expect from two teachers and a writer!). Starbuck - that was the name of the first mate on the ship "Pequod", on which the pursuit of the white whale, nicknamed Moby Dick, took place. The first version of the coffee shop's name was "Pequod", after the name of the ship, but this word was rejected. Then the founders, according to one version, began to look for a suitable name, paying attention to the fact that the word reflected the local spirit and flavor of their native Seattle. According to legend, this word was "Starbo" ("Starbo") - that was the name of the old mine, located nearby. But they still didn’t refuse the idea to take the name from the novel, and a name was found that was consonant with the word “Starbo” - the name of Starbucks’s chief mate became the name of the company. Contrary to popular belief, the first mate was not a coffee lover, but for a long time most people (with the exception of English literature teachers) will associate his name with coffee, and not with navigation.

But perhaps the most memorable element of the brand was its logo. Mermaid or siren with two tails, found on an old engraving of the sixteenth century, migrated to the emblem and, although slightly changed, has remained there until today, continuing the marine theme of the company name. A mermaid with two tails is a common character in medieval folklore, she was called Melusina or Melisande, this image was often used in heraldry. In 1987, the logo changes, combining the logos of the two companies and Il Giornale, exactly from Il Giornale the sign and got its characteristic features - the mermaid was surrounded by a green circle with stars and the name of the company. Taking the opportunity, the mermaid herself was somewhat modernized. In 1992, the logo was changed once again, following the magnificent forms of the mermaid, any hint of her navel disappeared.

Today it's not just coffee, coffee drinks, desserts and snacks. The company is also engaged in related types of business - books, cinema, music, there is even a special division - Starbucks Entertainment, which develops the entertainment direction within the company.

Coffee houses are open in more than 50 countries around the world, the total number of establishments of the company is about 18,000. The company's headquarters is still located in Seattle, Washington.

Interesting fact:

At the conference Apple MacWorld 2007 Steve Jobs used the bell to demonstrate the possibilities of the first iPhone and play a little joke with the audience. Showing how the owners iPhone can use the Google Maps service from their device, Jobs determined his (and several thousand others) current location. And then he found the nearest coffee shop and started dialing its number on his iPhone. The audience froze in anticipation - finally Jobs got through and with the most serious look ordered four thousand lattes to go. But before a few thousand people in the room had time to rejoice and start dreaming about a glass of hot latte, Jobs apologized and told the operator that he had the wrong number. Only the long-awaited novelties could console the disappointed guests of the conference, and Jobs, of course, was forgiven everything ...