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.
Art directors with any brand identity experience usually have a file full of logo sketches that never became anything. These are concepts sliced by creative directors or tossed aside by account executives as “too hard to sell.” Many times these are never presented to clients either. Sounds brutal but it’s sometimes necessary none the less. I call these “Nogos.” The other day I was browsing through some “nogos” and thought they still had a lot of clout. Tell me what you think…
AssetTrade was an online “classified ads web site” for major industrial equipment. Client decided to scrap the project. Heritage Community Bank was never established. Luna never became anything but several neat logo designs. SEI Institute identity – a different logo was selected by client. StyleValet (SV) was a fashion web site capable of selecting high-end clothing for members – site never launched. Westover Capital Advisors, LCC – client selected alternate identity design.