英美文化：90%的人都不了解的“星巴克”

Ever wondered what 'stars' or 'bucks' have to do with coffee? Starbucks' name has a surprising origin that you'd never guess from its logo.

你有没有想过“星星”或“雄鹿”与咖啡有什么关系？星巴克这个名字有一个意想不到的起源，单从它的标识你永远也猜不到。

Starbucks branding is truly iconic. Even without seeing a logo, you can probably spot its drinks just by the color of the straw.

星巴克的品牌确实具有标志性。即使没有标识，你也可以通过吸管的颜色来辨别它的饮料。

But as often as you’ve passed (and let’s be honest, stopped at) the coffee chain, you probably haven’t given its name a second thought. Just make sure you’re not committing any of these barista pet peeves.

但是，当你经过（老实说，应该是停在）这家咖啡连锁店的时候，你可能未曾思考过它的名字。只要确保你没有犯任何这些咖啡师的忌讳就好。

Just looking at a Starbucks cup doesn’t give much of a hint about what its name means. The woman in its logo is a mythological siren, so what does that have to do with stars? Or bucks? And why is it one word?

仅仅看一眼星巴克的杯子，并不能得到太多关于它名字含义的暗示。其标识里的女人是一个神话中的海妖，那么这和星星有什么关系呢？和雄鹿呢？还有为什么只有一个词？

Originally, the chain was going to be called “Cargo House, which would have been a terrible, terrible mistake,” co-founder Gordon Bowker tells the Seattle Times. The owners had also considered using “Pequod” after Captain Ahab’s ship in Moby Dick.

“最初，这家连锁店被命名为‘Cargo House’，这是一个非常非常严重的错误，”联合创始人Gordon Bowker告诉《西雅图时报》。所有者还在考虑使用《白鲸记》中亚哈船长的船的名字“Pequod”。

But Terry Heckler, the brand consultant who designed the chain’s logo, wasn’t so crazy that name either. Heckler mentioned offhand that like these power words, things starting with “st” sounded powerful—a good trait for a brand that would grow to more than 25,000 locations by 2016. From there, Bowker made a list of “st” words. But Starbucks wasn’t on it.

但是，设计该连锁店标识的品牌顾问Terry Heckler也不是那么疯狂。Heckler随口提到，就像这些充满力量的词汇一样，以“st”开头的东西听起来很有力量——对于一个到2016年将发展到超过25000家门店的品牌来说，这是一个很好的特点。从那里，Bowker列了一张以“st”开头的单词清单。但Starbucks这个名字不在其中。

As the team tried landing on a name, Heckler brought out an old 1800s map of Mt. Rainier and the Cascades. The name of one mining town, Starbos, stood out to Bowker. He immediately thought of the first mate on the Pequod: Starbuck.

当这个团队试图选择一个名字时，Heckler拿出了一张19世纪的雷尼尔山和卡斯卡德山脉的旧地图。Starbos这个个采矿小镇的名字，在Bowker看来很显眼。他立刻想到了披谷德号上的大副：Starbuck。

They added the S because it sounded more conversational. After all, anyone talking about the coffee shop would probably say they were “going to Starbucks,” so might as well make it official.

他们（在这个词后）加了S，因为这听起来更像是对话式的。毕竟，任何谈论这家咖啡馆的人都可能会说他们“要去星巴克”，所以不妨让名字正式一些。

The company says its name “evoked the romance of the high seas and the seafaring tradition of the early coffee traders,” but Bowker brushes that off. He says Moby Dick has nothing to do with their coffee, and “it was only coincidental that the sound seemed to make sense.” But hey, we didn’t need a nautical adventure anyway. We’re perfectly content with a simple latte.

该公司表示，它的名字“唤起了公海的浪漫和早期咖啡商人的航海传统”，但Bowker对此不屑一顾。他说《白鲸记》和他们的咖啡没有任何关系，“这些声音似乎有意义，但这不过是个巧合。”但是，嘿，无论如何我们都不需要航海探险，一杯简单的拿铁就足以让我们满足。