Magical Symbols and Modern Totems - The Starbucks Siren

Symbols have a way of exerting a mysterious power over the people who use them, even when they have been supposedly removed from their original context. The Starbucks logo, for instance is one manner through which a traditional representation of a mystical being - in this case the Mermaid, or the Siren - has resurfaced in modern society. The mermaid, or siren, is a very powerful heraldic creature and has graced many coat of arms such as the one in Warsaw since the 14th Century. As a heraldic creature, the mermaid or siren evokes the qualities of eloquence, expression, and wealth.

As is the case with any heraldic creature, it is thought that a certain reverence of the mythical being or what it stands for will similarly result in various qualities and gifts being bestowed upon all in its jurisdiction. Though it may seem like a stretch, the accord the Starbucks Siren with the status of a heraldic creature for the company is perhaps not as far fetched as that. The metaphor of "Brand worship" is after all, a concept that is becoming increasingly common-knowledge to members of the populace and it is perhaps not so difficult to see how brands sometimes take on an almost mythical life of their own.

As the heraldic emblem of the Starbucks company, the Starbucks Siren has done just that by pulling in wealth and loyal customers alike with her siren song. For her patrons, the Mermaid also provides in her shrine (Your local Starbucks outlet, lol!) a conducive atmosphere for relaxation or the flow of ideas. As with any mermaid, she probably also has the ability to serve as a muse for creativity, reflection, and expression which may explain why many seem to be drawn to her "grotto" to engage in such exploits.

This is not to say that the Starbucks Mermaid has become a religion or anything of the sort, but rather provides an interesting perspective with which to look at a very familiar and well-loved facet of popular iconography. Perhaps now one might perceive the mermaid differently when taking in their daily cup of coffee.