A
Starbucks is a famous brand that is almost synonymous (相同的) with coffee. Going back into the history of the company’s logo helps us to understand how they got to where they are today.
l History of a Legend
Starbucks was founded in Seattle, Washington in 1971 by three partners: Jerry Baldwin, Gordon Bowker, and Zev Siegl. They initially (最初) named the company “Pequod.” This strange first name of the now-famous cafe chain was inspired by a Herman Melville classic novel, Moby Dick.
They liked the inspiration that they got the name from but it lacked something that they needed to launch their brand, so they changed it to “Starbuck,” the name of the chief mate on the Pequod. Later, they added an “s” at the end to become “Starbucks”.
l History of the Starbucks Logo
Once they had decided on a better name for their brand, they started to work on their logo. The original logo featured a mermaid (美人鱼) with two tails from a Greek tale, which lured（诱惑） the sailors to their deaths with their beautiful song!
The first changes in the Starbucks logo came in 1987 when the company was purchased by Howard Schultz. His first move was to change the name from Starbucks Coffee, Tea, and Spice, to Starbucks Coffee and he also cleaned up the original logo and added a more polished look.
The beginning logo was more historic looking and looked aged, to match the original business idea of “coffee, tea, and spice.” But, as the brand evolved (进化), the logo followed with a fresher, more modern look. One thing stayed the same though: the mermaid.
21.Starbucks got inspiration for its initial name from______.
A. a partner B. a novel
C. a mermaid story D. a coffee lover
22. Who changed the company’s name to Starbucks Coffee?
A. Jerry Baldwin. B. Gordon Bowker.
C. Howard Schultz. D. Zev Siegl.
23. What remained unchanged as the logo of Starbucks developed?
A. The mermaid. B. The historic looking.
C. The original design. D. The modern look.
24. Where does this text probably come from?
A. A history textbook. B. A coffee advertisement.
C. A logo design website. C. A book review.
