Why the Starbucks Logo Design’s Imperfections Make it Work

The Starbucks Siren has been the face of the brand since 2011, when the global branding team at Lippincott broke the Siren out of her circle, turned her from black to Starbucks green and scrapped the company name. She’s beautiful right? Something about her is soothing, calming. But if you look closely enough at her, you’ll see some imperfections that are very deliberate — and the branding team says those imperfections are why the logo works. Fast Company has the intriguing story!