Transcript · English → Indonesian
The Seductive History of Starbucks Logo
Seperti inilah tampilan logo Starbucks jika dilihat dari belakang.
Ini adalah ekornya dan ekor ini terbuka lebar.
Kini penting bagi Anda untuk memahami bahwa desain ini disengaja
dan agak menyeramkan seperti yang akan Anda lihat di sepanjang video ini.
Untuk memahami alasan Starbucks memilih gambar yang aneh
untuk mewakili perusahaan ini, kita perlu kembali ke awal mula.
Saat itu tahun 1971 dan para pendirinya, yang terinspirasi oleh Moby Dick,
memilih nama Starbucks.
Karena Seattle adalah kota pelabuhan dan kopi mereka didatangkan dengan kapal,
mereka ingin merek mereka berkaitan dengan laut.
Hal berikutnya dalam daftar mereka adalah mencari logo.
Menurut situs web perusahaan, saat mereka mempelajari buku-buku kelautan kuno,
sesosok figur laut yang misterius memanggil mereka.
Mereka telah menemukan penggambaran duyung berekor ganda dari abad ke-16,
yang kemudian diidentifikasi sebagai sirene.
Dan hampir seketika,
mereka tahu mereka telah menemukan logo mereka.
Anda mungkin berasumsi mereka memilih sirene karena wujudnya mirip putri duyung dan hidup di laut.
Namun tidak hanya itu. Sebenarnya ada alasan yang lebih mendalam dan kelam di balik keputusan mereka.
Asal tahu saja, sirene memiliki sejarahnya sendiri yang agak meresahkan, dan para pendiri awal mengetahui hal ini.
Dalam mitologi Yunani, sirene awalnya digambarkan sebagai burung berkepala wanita,
kemudian mereka digambarkan sebagai wanita bersayap dan berkaki burung.
Mereka terus berevolusi menjadi monster mirip naga, hingga akhirnya digambarkan sebagai makhluk putri duyung yang kita lihat saat ini.
Terlepas dari berbagai variasi tersebut,
karakteristik dari sirene tetap konsisten.
Mereka memikat dan kejam.
Mereka menggunakan kecantikan mereka untuk merayu para pelaut agar ikut bersama mereka ke dalam air.
Biasanya, siren akan bernyanyi dan para pelaut tidak akan mampu menahan diri darinya.
Mereka benar-benar akan melompat ke dalam air dan menuju kematian mereka.
Anda mungkin ingat siren dari kisah Odysseus, saat dia mengikat dirinya ke tiang kapal agar tidak terpikat oleh kecantikan dan nyanyian mereka.
Tapi tunggu!
Apa hubungannya hal ini dengan Starbucks?
Bukankah mereka memilih siren itu hanya karena tampak seperti putri duyung?
Nah, coba lihat logo pertamanya.
Dada siren itu telanjang, dan ekornya yang terbelah membentang lebar dengan sangat menggoda.
Penggambaran ini bukanlah suatu kebetulan.
Para pemilik berharap orang-orang melihat Starbucks, mencium aroma Starbucks, dan mendambakan Starbucks.
Sama seperti para pelaut yang tidak bisa menolak godaan para sirene, para pendiri Starbucks ingin membuat Anda tidak bisa menolak kopi mereka.
Dan ini bukanlah spekulasi.
Mantan ketua dan CEO Howard Schultz menulis, Sirene awal yang bertelanjang dada dan sintal itu, seharusnya sama menggoda seperti kopi itu sendiri.
Saat perusahaan mulai berkembang, mereka menghadapi masalah.
Makhluk bertelanjang dada yang menggoda ini agak terlalu vulgar ketika ukurannya diperbesar.
Dengan mengubah karya seni tersebut agar membuatnya lebih pantas,
Starbucks dapat memasang gambar tersebut di truk mereka tanpa menuai kecaman.
Dan selama 20 tahun berikutnya, logo tersebut menjadi semakin sopan.
Namun… Melalui semua variasi ini, satu hal tetap konsisten.
Sirene tersebut selalu menjadi titik fokusnya.
Bahkan, perusahaan sangat menyukai makhluk ini sehingga pada tahun 2008, mereka kembali ke logo asli yang bertelanjang dada.
Ini langsung gagal di kalangan masyarakat, dan segera dihentikan.
Starbucks bahkan tidak menyebutkan hal ini di halaman evolusi logo di situs web mereka.
Namun ini menunjukkan betapa setianya mereka pada makhluk ini,
dan Anda mungkin berpikir bahwa godaan dan daya tarik yang tak tertahankan adalah strategi pemasaran yang menyeramkan, tetapi pada akhirnya,
itu berhasil.
End of transcript · 543 words · machine translated
Original transcript (English)
This is what the Starbucks logo would look like from behind. This is her tail and it is spread wide open. Now it's important for you to understand that this design was intentional and kind of creepy as you'll see throughout this video. In order to understand why Starbucks chose such an odd image
to represent the company, we need to go back to the beginning. It was 1971 and the founders, inspired by Moby Dick, chose the name Starbucks. With Seattle being a port city and their coffee coming in on ships, they wanted their brand to be related to the sea.
Next on their list was to find a logo. According to the company's website, while they were studying old marine books, a mysterious nautical figure called to them. They had discovered a 16th century depiction of a twin-tailed mermaid, later to be identified as a siren.
And almost immediately, they knew they found their logo. You might assume that they chose the siren because it looked like a mermaid and lived in the sea. But there's more. is actually a deeper and darker reason behind their decision. You see, the siren has its own history that's sort of troubling, and the original founders knew this.
In Greek mythology, the siren was first interpreted as a bird with a woman's head, later they were pictured as a woman with wings and bird feet. They continued to evolve into a dragon-type beast, until finally being interpreted as the mermaid creature we see today. Regardless of the different variations, the characteristics of the siren remained consistent.
They were seductive and violent. They used their beauty to seduce sailors to come with them in the water. Typically, a siren would sing and the sailors would be unable to keep themselves from her. They would literally jump into the water and to their deaths. You might remember sirens from the tale of Odysseus, when he tied himself to a mast to avoid being drawn in by their beauty and singing.
But wait! What does this have to do with Starbucks? Didn't they just choose the siren because it looked like a mermaid? Well, look at the first logo. The siren's chest was bare, and her split tail was seductively spread wide open.
This depiction was no accident. The owners expected people to see Starbucks, smell Starbucks, and desire Starbucks. Just like the sailors couldn't deny the seduction of the sirens, the founders of Starbucks wanted to make you unable to resist their coffee. And this isn't speculation. Former chairman and CEO Howard Schultz wrote, That early siren, bare-breasted and Rubenesque, was supposed to be as seductive as coffee itself.
As the company started to grow, they ran into a problem. This seductive, bare-breasted creature was a little too risque when it was scaled up in size. By changing the artwork to make her more appropriate, Starbucks was able to put the image on their trucks without backlash. And over the next 20 years, the logo became even more tame.
However… Through all these variations, one thing has remained consistent. The siren has always been the focal point. In fact, the company loves this creature so much that in 2008, they went back to the original bare-breasted logo. This was an immediate flop with the public, and it was quickly discontinued. Starbucks doesn't even mention this in their logo evolution page on their website.
But it goes to show how dedicated they are to this creature, and you might think that seduction and irresistibility make for a creepy marketing strategy, but at the end of the day, it is working.
