So, it’s 3am:
3.5 hours until sunrise and you still have five more pages of a research paper
to write. Between fighting the urge to lie down or open Netflix, your gaze
falls to the pile of empty coffee cups next to your desk. You first feel guilty
for not using a reusable mug (because Loyola is Eco friendly, OF COURSE!), and
then your eyes focus in on the Starbucks logo.
“Am
I hallucinating? Is that…a naked mermaid?!”
Why yes, yes it
is. Well, sort of. Have you ever
wondered about the origins or even noticed the mythical creature on the cups of
coffee that America cherishes?
The logo was
designed by Terry Heckler of Heckler Associates. According to the Heckler
Associates’ official website, “The original drawing of the Starbucks brand
signature or logo was based on a 15th century Norse woodcut of a
two-tailed siren.” The founders thought
that the “mythological mermaid…[was] the perfect metaphor for the siren song of
coffee that lures us cupside.”
Terry Heckler’s
ex-business associate, Gordon Bowker, is one of Starbucks’ co-founders, which
is how Heckler became the infamous artist of the world’s most famous naked
siren. Bowker speaks of Heckler as, “cerebral and unpredictable…his interest in
the work overrides any ulterior motives he might have” (Seattletimes.com).
Speaking of Heckler’s motivation… a perfect transition to the identification of
Heckler as a creative!
Heckler has done
corporate designs for over forty years, and some of his most famous
contributions include K2, Rainier Beer, Panera Bread, Cinnabon, New Balance,
and of course Starbucks. Although
Heckler is classically trained with a Bachelor of Fine Arts from Carnegie
Mellon University in Pittsburgh, his work, motivation, his interest in moving
beyond corporate art, and ability to collaborate sets him apart as a creative.
1.
Motivation: In class, we have spent extensive time
discussing intrinsic and extrinsic motivation. In the field of corporate logo
art, I would have assumed Heckler’s motivation to be highly extrinsic, as his
most successful art will most likely live beyond his lifetime through the
existence of global companies. Yet, his associate Bowker distinctly said his
motivation is intrinsic. An article I read said that Heckler keeps paper and
ink by the phone in his office. Every time he gets a phone call, he begins a
drawing. Heckler believes he has as many as 240,000 of these “phone comps.”
Some of them eventually are turned into full pieces. This exercise demonstrates
Heckler’s desire to expand himself and release his creative urges as frequently
as possible, even without reward. (Gardner, 1993).
2.
Ability
to Collaborate: Heckler
is the founder of Heckler Associates. Working in a firm of this caliber does
not only demand collaboration with other artists, but with other big names in business.
I struggled to find anything negative about Heckler online, and he seems to
execute collaboration flawlessly.
3.
Organizing
Themes: Relationship
between child and master, individual and the work, individual and other persons— In writing these blog posts, I like to return
to the organizing themes of Gardner’s text (Gardner, 1993). I struggled to do
so with Terry Heckler. He’s somewhat of
a mysterious figure, an infamous artist if I may—the man behind the logo. It forced me to continue to question what
creativity—what the products—of creativity encompass.
The next time you see a logo, maybe take a
second to look it up. Art is all around you, even in the pile of empty caffeine
vessels piled too high by your desk lamp.
Fun Fact: Modifications
of the logo:
While the
original logo did in fact include the breasts of the siren, complaints from
women (especially after the logo was blown up on delivery trucks) eventually
convinced Heckler to cover up with her hair.
Works Cited:
