– [Narrator] Her eyescommand a warm confidence,
her hair ripples as an oceanwave that laps provocatively
over her chest.
As the face of Starbuckssince 2011 the siren logo
is alluring by design.
Beckoning you into thestore to grab a latte or a pastry.
Her face is so perfectit’s its own mirror,
with the left and rightsides copied to match up like
a Rorschach test.
She’s beautiful and of course she’s beautiful because her face looks
like its’ a piece of perfect symmetry.
And we’ve long studiedsymmetry as the defining trait of beauty.
But the secret you’ve probably never noticed
about the sire is that while her features look symmetrical,
they’re actually asymmetrical.
Look at the right side
of her nose and you’ll see a shadow
that sort of dips a little bit lower.
I talked to Lippincott whoactually developed this
logo for Starbucks in2011 and it’s a pretty
Lippincott’s job was torethink this logo and they decided,
along with Starbucks,
to break the siren out and to make her the focal point.
When they were doing thatthey decided they had to
also make her more perfect.
If she was going to be zoomed
in in her big close up
on the cover of packaging,on the front of stores,
they wanted her to be perfect.
So they slowly started refiningher face to be perfect.
They made it a little bit skinnier,
a little more model like, andeventually they really did
succeed in making herperfect and they had her up
on the wall alongsidemany different iterations
and they couldn’t figure outwhy her face just sort of
looked like a dead mask.
She didn’t look friendly, shelooked a little bit creepy.
She looked a little bitlike a pseudo person.
What the designers realizedwas they’d made a mistake,
they’d made her too symmetrical.
So what they did was they went back to
the drawing board, they added a little bit
more curve to the entire design,
but they really focusedon the shadow of the face
and adding just a little bit of asymmetry.
Honestly it’s just a few pixels in a logo,
but look at it and itmakes all the difference
in the world.