Did you know the Starbucks Coffee name came from Herman Melville’s 1851 novel Moby-Dick?
In the famous American tale Starbuck is Captain Ahab’s first mate on the whaleship Pequod. One of the coffee company’s original founders (there were 3) was a big fan of Moby-Dick and wanted to name the business “Pequod” but his colleagues nixed the idea. They thought the company should represent more of the Seattle, Washington area and liked the name “Starbo.” This was the name of an old-time mining camp on Mt. Rainer and both partners thought it was perfect. Not to be outwitted, “Starbo” reminded our Moby-Dick fan of “Starbuck” and the “Starbucks Coffee” name was born.
A month ago, I developed the brand identity for a new organization spearheaded by leading doctors in geriatric medicine. The Medicare Innovations Collaborative brings together a small group of hospitals and health systems to evaluate, and ultimately implement, innovative care models targeting Medicare patients with multiple chronic illnesses. These learning “laboratories” will eventually result in a geriatric line of service – a portfolio of care models – that will inform the larger and longer-term debate on healthcare policy and will have immediate and positive impact on hospitals and their senior patients.
It is very exciting to be given this opportunity to develop the emblem for such a worthy cause. Prior to initiating any pencil sketch logos, I strongly recommended the collaborative shorten its name to “Med-IC.” This idea was readily accepted and a strong brand image was born. Presently a new web site is being produced, and I am offering my branding guidance on this project when requested.