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On June 30th, SABMiller plc and Molson Coors announced their joint venture Miller Coors to consolidate resources and compete with greater combined force in the U.S. market. From their first press release Chief Executive Leo Kiely states “MillerCoors will be entrepreneurial, with the ability to operate with speed and agility in the marketplace, backed by the powerful combined resources of two exceptionally successful companies. We will drive profitable growth and bring new energy to the U.S. beer industry. Our focus now is to deliver on the $500 million in identified annualized cost synergies by improving sourcing across our eight major breweries, building a streamlined organization and leveraging the scale of the new company. Our talented people are experienced and passionate about this business and — importantly — are determined to win.” For the face of this new company, Pentagram’s partner Michael Bierut, and designers Katie Repine and Ben King developed a logo based upon the view of a glass of beer from above.
Corporate logos.
Consumer logos.
It’s important to note that this is not a product logo planned for the consumer marketplace, but for corporate communication and as a parent brand for the U.S. representation of beer brands such as Coors, Miller Genuine Draft, Molson Canadian, Foster’s, and, a personal italian favorite, Peroni. I have to admit, I didn’t see the glass of beer immediately and was briefly stumped until that ah-ha!-arrow-in-the-FedEx-logo moment (I’m not comparing the two, they have different contexts and goals and time spent for that arrow to become an almost mythic example). Of course, the logo animation developed by Favorite Color and seen here on Pentagram’s blog best illustrates this representation, and once seen makes the visualization unforgettable. In addition to the half-full pint of libation is the name “MillerCoors” locked up in a respectable, grey sans serif with tight kerning (perhaps too tight in the example of the quasi-ligated “rCo” which creates an overly compressed and noisy typographic quirk), creating a rather neutral visual palette as a strong foundation for the diverse brands they will sell.
Tom Long, President of MillerCoors, enjoys a cold one. Photo Bloomgberg News
This logo is undoubtedly smart and unique in its approach to representing beer and its consumption, and is miles beyond most of its competing corporations’ visual brands. One of the most impressive attributes of the branding is the color palette that emerges from generating a flattened glass of suds — an amber and grey combination with amazing screen accuracy and own-ability. However, there are some open questions about how this logo will hold up in all the familiar corporate contexts required. While we do live in an increasingly digital world, as a corporate brand that will work hard between the product brands and in B2B environments, this is a logo that will likely need to live at small and large sizes, in one-color and four-color environments and on everything from newsprint and embroidered shirts to bottle labels — a tough line-up for a graphic story that relies on the subtleties of a multi-color environment. I look forward to experiencing this logo out there in the world and seeing how Michael and company’s work will answer all these contexts of use.
I asked Michael about the process involved, the origins of the idea for this visualization of a glass of beer, about the typography used and how they approached the reproduction constraints including the digital ones. Herein are some of his insights:
Michael Bierut: We worked directly with the company’s marketing leadership in developing a wide range of possibilities for the identity, and then presented what we agreed were the most promising directions to CEO Leo Kiley and President Tom Long. The most important thing about the identity is that it represents a business operation, not a brewing operation. You won’t be able to go into a bar and buy MillerCoors beer. The mark won’t replace any of the brands, won’t appear on any bottles, and will be largely invisible to the beer consuming public. It will be seen by the employees, business partners, investors, and other business-to-business audiences.
So the trick was to come up with a mark that would seem to be all about beer while looking distinct from the iconography of the Miller and Coors brands. This pretty much sabotaged my first idea, which was to somehow merge the two iconic script logos. I was sure it could be done, but it turns out it was impossible to make it work visually, even if it was a good idea. Plus, our clients really wanted to signal that this wasn’t just about consolidating the heritage of the two families, but about creating something new.
The idea of the beer glass came from a couple of remarks about the new company being “focused on beer.” The move from focus to lens to beer glass was a natural transition that happened in the series of iterations.
Because of the limited, and relatively controllable, number of applications, we were confident that the relatively complex color rendition would work in most cases. There is also a flat, one color, black and white version which is very abstract but which a lot of people like a lot.
MillerCoors’ June 30th press release can be found on their site as well as a brief historical timeline and their complete list of beers on tap.
Jump to Most Recent Comment
Nick’s comment is:
very very neutral...understand that it needs to be corporate but I wish it had a little more flavor to it (pun intended)
On Jul.07.2008 at 08:51 AM
Nick’s comment is:
on second glance...I appreciate the color palette, however I am a little worried about the icon in a one color environment, and those letters seemed torturous to kern especially the difference in the letters "Miller" and "Coors", gets a little tight towards the end.
On Jul.07.2008 at 09:01 AM
Frank’s comment is:
I'm sorry to say but the first thing that came to mind when i saw the logo was pee..
On Jul.07.2008 at 09:11 AM
Nick’s comment is:
really enjoyed the animation its almost the written rationale for the icon in a video format..nice touch...great pour too!
On Jul.07.2008 at 09:33 AM
Haik Avanian’s comment is:
Frank– I'd say they did a pretty good job of representing the beer at hand then... :)
On Jul.07.2008 at 09:34 AM
felix sockwell’s comment is:
Half Full.
Dig it.
On Jul.07.2008 at 09:46 AM
dbrenton’s comment is:
Very nice. I love it!
On Jul.07.2008 at 09:56 AM
brian’s comment is:
Dig the mark, not so much the type. The sans they selected feels too light-hearted and it is kerned to death.
On Jul.07.2008 at 10:24 AM
Jay’s comment is:
Dull, boring, bland and lifeless are the first words that come to mind. Not a total disaster...but close.
On Jul.07.2008 at 10:52 AM
Oisín’s comment is:
very yeasty, isn't it?
On Jul.07.2008 at 11:00 AM
Daniel Campos’s comment is:
wow! I loved it! Very nice!
On Jul.07.2008 at 11:01 AM
twoeightnine’s comment is:
I'm thinking this would have been a much better representative of the brands in question.
On Jul.07.2008 at 11:02 AM
ray’s comment is:
the mark is not too convincing by itself, but the animation sold it for me.
On Jul.07.2008 at 11:06 AM
Daniel Campos’s comment is:
wow! I loved it! Very nice!
On Jul.07.2008 at 11:07 AM
John’s comment is:
I was on the fence about this one, but their use of the phrase "identified annual cost synergies" in the press release seals the deal. Thumbs down.
On Jul.07.2008 at 11:43 AM
Goffredo Puccetti’s comment is:
I am speechless.
Michael Bierut is one of my all time favourite designers.
I fail to recognize his tremendous skills in this symbol.
Not to mention the kerning?-what's kerning?-logotype...
I am confused... I'll have a beer ( a proper one ) and see if it will get better with time.
Grant’s comment is:
HORRIBLY BAD is what comes to mind. I live in Milwaukee and Miller has a a great reputation for some beautiful logo work on their products. While I understand that this is their corporate communication logo, what is says to me is BLAND. Which is a reflection on the products they sell.
I love Pentagram and Michael Beirut's works, but this is a big dissappointment.
And to anyone who says the animation sold them, that is sad. A logoneeds to stand on it's own as a representation of the company. People will not see an animation everytime they see the logo. And while it may explain their rationale behind the logo, it doesn't make the logo any better. It merely explains their thought process.
On Jul.07.2008 at 11:48 AM
JD’s comment is:
Major kerning and weight problems... Is it me or the C is seriously "overweight" and "short"? Maybe it's been drinking too much beer..
On Jul.07.2008 at 11:55 AM
Jeff’s comment is:
I like the symbol okay, but the typography is just ... boring. I don't see how the "Co" and "rs" edits make this design stronger – they just distract me.
Where's the flat black version of dis?
On Jul.07.2008 at 12:05 PM
Emily’s comment is:
Wow, nice logo concept, except that I've never seen anyone drink these beers from a glass.
On Jul.07.2008 at 12:52 PM
Andrew O.’s comment is:
Tell me I'm not the only one seeing the Miller High Life crescent moon in the logo.
But other than that... unappealing.
On Jul.07.2008 at 01:04 PM
Mike’s comment is:
I can't imagine how anyone could look at the individual logos for Miller and Coors and come up with something that bland and forgettable. It looks like a placeholder rather than an identity for a billion-dollar corporation.
A 30-second Photoshop mash-up:
Brian’s comment is:
I agree with several of the previous comments. I really like the mark, a lot. The yellow in the glass is a bit dull, but I'm assuming it's easing out the old SAB Miller color. Ok, I can live with it. At first glance the type looks nice and clean, but further gazing makes me wonder if the kerning needs to be THAT tight. Also, I can understand the "rC" treatment a lot more than the "Co" and "rs," especially since "Miller" is without any type gimmicks. I think I'd give it a 7.5/10 overall.
On Jul.07.2008 at 01:11 PM
Hibryd’s comment is:
I don't get this thing at all.
They make beer. The logo looks like a tech company, a marketing company, a real estate company, an investment firm - anything except a history-laden beer company. It uses the same uniform-width sans-serif letters everyone uses when they want to look clean, fresh, upscale and new, but a beer company isn't *any* of those things. That's the one industry that can get away with something old-fashioned and ugly, or at the *very* least hand-crafted.
On Jul.07.2008 at 01:22 PM
adam’s comment is:
well, i think going in the direction of a clean, modern, upscale corporation-look is what they wanted for this logo since it will be used to represent the business side of the company, not the brewing/beer-making side.
they want to emerge as a major, b2b corporation that happens to represent beer-makers, not a stodgy old brewery that looks like its brewing beer by the glass in its garage and doesnt even know how to use the computer.
so i rather agree with separating their brands' equities from this logo. the name is all they need to keep that equity in this "new" market (by "new," i mean the b2b/financial/corporate side, not the brewery side).
On Jul.07.2008 at 02:04 PM
Jacob’s comment is:
The big, open-mouthed yawn on the left (see the throat and tongue?) matches the lethargic type on the right.
On Jul.07.2008 at 02:05 PM
Amanda’s comment is:
I like the idea of the half-full cup at a semi birds eye view, but only in theory. I don't think it works in this particular stylistic case.
I really enjoy the concept though.
I could also do with a different typeface. Or perhaps just a bit more air in the letter spacing. I think the typeface works for 'Coors' (letter connections) but not for 'Miller'
On Jul.07.2008 at 02:12 PM
Amanda’s comment is:
I understand that Pentagram wants to be clean...but it is becoming a bit much. I feel that pentagram comes up with really strong and wonderful concepts. However, when they go to implement them into graphics they strip everything down way too much.
On Jul.07.2008 at 02:17 PM
Glenn Sakamoto’s comment is:
I love Pentagram's work. With that said, The mark is a bit bland and looks like a cartoony eye to me. It's clean enough and probably suits its purpose well.
On Jul.07.2008 at 02:27 PM
TheUprock!’s comment is:
Terrible. To top it off, the Flash site is very amateur. Check out the aliased logos scrolling up the middle. Really pro work there.
On Jul.07.2008 at 02:37 PM
Don Harder’s comment is:
Without the animation, I didn't get it.
On Jul.07.2008 at 02:38 PM
Prescott Perez-Fox’s comment is:
If it's simply a corporate umbrella for a bunch of brands, I don't understand why they need such a creative logo. Maybe they could have done without the glass icon and used text only. Is this logo going to be consumer-facing at all?
On Jul.07.2008 at 02:50 PM
Darrel’s comment is:
The idea is great, but the execution fails in that the beer shown is devoid of bubbles. Nobody likes flat beer.
On Jul.07.2008 at 03:12 PM
Joel’s comment is:
I still like it.
This logo reminds me of one of the thousands of clever logos that gets rejected by the client in favor of a more traditional one, because either they don't get it or they don't believe their audience will get it. So I applaud them for having the guts to go with something other than the painfully obvious MillerCoors solution above. While Mike's mashup would have worked fine, I like the fact that they've come up with a completely new mark. Maybe it is a bit too hi-tech for this conglomerate, but I bet the MillerCoors people feel better about paying Pentagram all that money, knowing that it took more than 30 seconds in PhotoShop.
The only think I don't like is the color - then again, I don't really like the color/colour of their products either so I guess it fits.
On Jul.07.2008 at 03:14 PM
Jeff B’s comment is:
Besides the concept I can't really find much else I find redeeming about this logo. The type, colors, and the illustration style are absolutely lifeless.
But then again the lifelessness of it all does match the satisfaction I get when I drink a product from either company…so I guess it's fitting.
On Jul.07.2008 at 03:15 PM
Jon’s comment is:
I almost immediately recognized the icon to be a half full glass of beer. After which I smiled in glee thinking of the wonderfully executed concept, but I then thought of what this logo is...its a corporate logo, not a product logo...I now think the icon is a bit juvenile for the purpose of this logo. Also it WILL NOT be immediately understood to whoever isn't a visual person. I think the typography alone would have worked fine.
Now regarding the type. I don't mind the kerning for "Miller", because there are no letters that require the caressing of the letter before it, therefore the spacing is quit alright. "Coors" is a bit tight and looks to be a bit thicker then "Miller" not to mention that the "C" is short and fat compared to the "M" Theres a big weight/consistency problem with the "e", the top and slight right isn't in proportion at all to the rest of the letter, seems a little distorted. The same goes with the bottom part of the "s".
Overall I'm not impressed and actually a bit disappointed with the solution Pentagram came up with.
Christian Palino’s comment is:
To Prescott Perez-Fox who asks:
Is this logo going to be consumer-facing at all?
Michael mentioned that this logo will be largely invisible to the beer consuming public. I imagine that there are likely at least a few odd venues where consumers may run into it -- though certainly its not geared toward that audience.
Mark’s comment is:
the logo is quite clever, however the name sounds pretty clunky.
On Jul.07.2008 at 04:00 PM
Wünderwoman’s comment is:
Nice. Love the logic and problem solving that went into the mark. Thanks for adding Mr. Bierut's commentary! :)
On Jul.07.2008 at 04:16 PM
Jeff’s comment is:
"Wow, nice logo concept, except that I've never seen anyone drink these beers from a glass. "
So hilariously, true.
On Jul.07.2008 at 04:29 PM
ScottS’s comment is:
I have to agree, this is one of the weakest identities I've seen from Pentagram in awhile. OK, so I recognized the glass-half-empty in the logomark right away, but it didn't "wow" me at all. The animation is cool but it's almost like they had to create it to explain the logo.
Truthfully it looks like something a design undergrad might come up with. I'm not impressed by the typography or the color palette. For such a gargantuan company/merger, this identity kinda leaves a bad aftertaste.
On Jul.07.2008 at 04:34 PM
jj’s comment is:
I vote for Mike's. Keep the Miller Script, and set the whole thing with that. Done.
On Jul.07.2008 at 04:52 PM
Mr Posen’s comment is:
Didn't you read the rationale?
Mike's 5 second PSD mash-up is crap because it totally ignores the corporate audience, and intended function of the mark.
I think the symbol is a smart and quick read. Not easy to do.
On Jul.07.2008 at 05:47 PM
Gary Peare’s comment is:
I'm anxiously awaiting a Pricewaterhousecoopersmillercoors mashup.
On Jul.07.2008 at 06:14 PM
felix sockwell’s comment is:
the level of ignorance in some of the critiques is quite refreshing.
what would really be interesting is to hear someone "JJ" o "ScottS" try and sell that "30 second" piece of shit to the CEO of MillerCoors. Michael Beirut wasn't selected design mind for nothing.
On Jul.07.2008 at 06:20 PM
Stuart McCoy’s comment is:
Once again, classic type is being scrapped for boring sans serif logotypes. Are designers not capable of creating unique designs anymore? What are they teaching in design school these days? Absolutely nothing from ANY of the original logos remain. It's just another boring corporate logo. Oh, and it's going to take a HELL of a lot more than a new logo to brew good beer.
On Jul.07.2008 at 06:35 PM
miss fin’s comment is:
pentagram and michael beirut are known for great work. so where did this come from? the kerning is atrocious, the concept while great falls flat (yes, pun intended), and the overall execution is terribly juvenile. i don't care if he was selected as "design mind." i look up to him and other great designers and this is a major dial-in.
was this a client-pushed final execution or did an intern get the job? i'm ready to see the old pentagram return.
On Jul.07.2008 at 06:52 PM
jacqueline c’s comment is:
I prefer beer I can't see through, but I'm really surprised there are so many negative comments about this logo. I love the way the rCo combination works, because it creates just enough tension in an otherwise straightforward logotype.
The only thing I worry about is how this logo would look in black only. I suppose the darker gold line of the bottom of the glass could be knocked out, in that case, but then we wouldn't see "beer" as much as "cartoon eyeball," probably.
On Jul.07.2008 at 07:32 PM
folksy’s comment is:
Well done MillerCoors.
This rebrand is good, period. Has anyone yelping from their rural ivory towers considered that this logo is NOT for a consumer brand ala Miller or Coors? MillerCoors is the Proctor and Gamble of Beers. What Joe Blow knows or eve? cares what this is besides employees or investors.
Why would MillerCoors adopt a faux-heritage with "classic type" or "script" in preference to something which is forward looking and--not a precious relic? This is a new corporate entity. What's wrong with sans-serif type? Sorry great great great grandma...it's not 1829 anymore. Go churn your butter if you want it to be in Caslon italic.
On Jul.07.2008 at 07:44 PM
Von Glitschka’s comment is:
A simply brilliant mark! Concise, conceptual and unique.
The name is a bit clunky, like reading the name of a two partner law firm if you will. But the mark and it's animated tendencies are spot on!
On Jul.07.2008 at 08:32 PM
Blue Buddha’s comment is:
When I first saw this logo, I was sorely disappointed – how could they get rid of the classic Coors script? But then reading that is was their corporate logo only, I instantly became happier. It does feel a bit "techie" to me, but the fact that it is so different from their product lines is a good thing in my opinion. It doesn't compete with any of their actual beer logos, letting those carry on their unique traditions.
Someone said it reminded them of pee … hmmm … you better go see a doctor or drink more water. It's not supposed to be that color. :P
On Jul.07.2008 at 08:48 PM
Darrin Crescenzi’s comment is:
That paunchy "C" definitely needs to consider making the switch to lite beer… why is it so fun to anthropomorphize letterforms?
On Jul.07.2008 at 09:56 PM
Ray M’s comment is:
I love the concept, and the video—sans the light-flair at the end. I think that the mark falls a bit flat (pardon the pun.)
Perhaps the stroke weight of the "cup" is too thick?
Maybe something photo-realistic to really make it obvious? (or is that too 90's?)
I guess I'm the only person who likes the logotype. I'm a sucker for tight kerning and play between letterforms.
On Jul.07.2008 at 10:51 PM
WM’s comment is:
This immediately came to mind.
On Jul.08.2008 at 12:16 AM
Desiree’s comment is:
I get that it's a corperate logo and because of that the idea was for a more clean, sophisticated look for the companies, but it still falls flat to me.
Both of these companies have great products and I think that a more suddle logo that showed off that sense of history while still showing the progress of moving forword would be ideal. I agree in that it's good they shyed away from using the current script logos, but this type-face and the kerning seems so wrong.
After seeing it, I would not associate this logo with breweries, beer or anything within that organization. To me, it looks like a very cheap, sporting goods logo - not professional and corporate at all for the Miller/Coors companies.
Morgan Smail’s comment is:
The concept is refreshing (no pun intended ; ) and the animation was perfect... however I can't help but to wonder if the mark should've been pushed a little further towards realism. Maybe some bubbles perhaps?
... using overly simple forms like 3 circles to render such a unique and potentially unrecognizable view point of a glass is communicatively risky.
On Jul.08.2008 at 02:50 AM
Morgan Smail’s comment is:
maybe this would be a quicker read...
Kosal Sen’s comment is:
Can we stop these 30-second photoshop mashups? It means nothing and is a blatant misrepresentation of the design process. It's hard enough trying to get the public to realize that the work done is a helluva lot more than what you see on the monitor. "Redesigning" (if you can call it that) amongst ourselves in public is industry suicide.
On Jul.08.2008 at 08:50 AM
Kosal Sen’s comment is:
'cept Von. You keep em coming!
On Jul.08.2008 at 08:51 AM
Darrel’s comment is:
Nice, Morgan. I like bubbles in my beer.
"It's hard enough trying to get the public to realize that the work done is a helluva lot more than what you see on the monitor."
I doubt the public has as much interest in our navel gazing as we do. ;o)
On Jul.08.2008 at 10:39 AM
Andrew Meyer’s comment is:
I like it, but somehow, it seems to formal for a beer company. I understand this is the corporate logo and not a product logo, but still. The crisp sans-serif just doesn't seem right to me. The mark is nice, though...
On Jul.08.2008 at 11:02 AM
JBIII’s comment is:
I disagree with you Kosal, keep the mash-ups coming. Some work, some don't, but it is great to explore and share your ideas ....... I love seeing what others come up who are not invested emotionally to a project.
On Jul.08.2008 at 11:51 AM
Mr Posen’s comment is:
Mash-ups are the refuge of the amateur.
Patrick’s comment is:
Morgan's addition of the bubbles definitely gives it more life. Without it, I have to agree it does look like stale pee in a cup.
On Jul.08.2008 at 01:19 PM
Mark’s comment is:
hmmmmm needs more foam
is it me or is the color of the beer in the logo a bit, off?
also why is it in a regular glass instead of a stein/beer mug? :S
Mark’s comment is:
okay okay,my previous comment about the glass was being too picky, but if it had foam (some would help), and fixed the color it would look more like beer instead of a mystery liquid.
On Jul.08.2008 at 02:25 PM
Mark’s comment is:
okay okay,my previous comment about the glass was being too picky, but if it had foam (some would help), and fixed the color it would look more like beer instead of a mystery liquid.
It looks brown on their own website, why is that?
brown ≠ beer
On Jul.08.2008 at 02:28 PM
Mr Posen’s comment is:
It is suggestive of a glass of beer, not a literal physical representation! sigh*
3 flat circles become a glass of beer, it's a compelling visual trick.
For designers, some of you have little imagination.
On Jul.08.2008 at 02:48 PM
Mark’s comment is:
is it me or does the "Co" sort of allude to another glass shape? that can't be accidental.
I'm probably being too picky, but now I'm just wondering why the color in the glass here differs from the official websites color?
okay that's it I've got to show you.
dang it it isn't a pic that you can show separately.
sigh.
okay, compare the color of this:
to the top left logo on this page
it seems to be slightly darker on that page,why?
On Jul.08.2008 at 03:13 PM
Mongoose’s comment is:
Gary Peare: Agreed, my first thought was PriceWaterhouseCooper, even though it's nowhere near that long.
Morgan Smail: I like the bubbles in your take on it. Still very clean but more like beer.
And I really do like the logo and lettering, even if the 'rCo' does seem a little fiddly. I don't expect this to make it onto much consumer packaging, which is good- this is a corportate logo, and works well for that, for being stamped atop invoices and letterheads.
What I'd change, and I hate to say these words, because I know the danger of saying them:
"I think the 'i' needs a square dot." There's a lot of fun tight kerning in 'Coors', but less so 'Miller', and I think a square dot would help link the first four letters.
A- for lovely minimalism but flat beer.
On Jul.08.2008 at 04:08 PM
sukisouk’s comment is:
@ Foam Discussion.
Come on! It’s supposed to be BEER! Without foam, I would give it back.
Really, I think the glass-idea is quite smart, but it does not work for beer, because it simply does not look like it.
I doubt the company will be happy with it for a long time.
Blue Buddha’s comment is:
Mmmm … beer. The cause of and solution to all the world's problems.
FOAM: that's only in your beer if it's been carbonated, which not all beers are. Personally, I'm a stout girl and I'll take a glass of guiness over just about anything any day.
Square dot? no, no, no. That circle dot just reinforces the triple circle logo, the implied beer bubbles and the circular "o"s. But, that's just my own opinion.
Oh, and the glass is a pint glass, not a stein or a mug. Hmmm … I might know too much about beer … I think I'll go grab one now.
On Jul.08.2008 at 09:40 PM
amber’s comment is:
1. Making the glass the same color as the type can make it read as "O Millercoors" It makes me want to order a Guinness.
2. The letters are rather bloated, not something you care to imply when you are a beer company.
3. Am I the only one that finds the kerning uncomfortable?
4. The perspective of the glass creates an odd tangent.
5. I'm sure somewhere along the way Michael's team considered having a logo consisting of two glasses toasting. It could create an interesting repetition of shapes, with slight variations to create interest. But maybe it would be wrong to have such a happy team face to the company, when so many people are loosing their jobs.
On Jul.08.2008 at 09:45 PM
n8’s comment is:
Stupid design snobs! this is a horrible logo.
just cuz pentagram made it you all wanna have sex with it. the new walmart logo is even better than this.
Mr Posen’s comment is:
So much hate. So little talent.
Toasting glasses! genius!
On Jul.09.2008 at 12:26 AM
Pedro’s comment is:
WTF, So generic, so uninspiring, so forgettable...Pentagram did it, I love it.
On Jul.09.2008 at 12:05 PM
orangetiki’s comment is:
Is it me or is there two different fonts being used? Maybe same family, but different weights? Also it seems a little overly clean and 21st century for a beer company. Esp one with a "different" client base. Coors, Miller, and that family is a tailgating, college beer. Not a sophisticate beer you drink with sushi while rubbing elbows with the crust of society. Not a bad logo, but I worry it is out of touch with it's drinkers.
On Jul.09.2008 at 12:50 PM
exasperated’s comment is:
Can you idiots read the rational.
LOGO. IS. NOT. INTENDED. FOR. PUBLIC.
It represents the corporate, not the beer hat wearing college kegger.
On Jul.09.2008 at 02:46 PM
Darrel’s comment is:
"LOGO. IS. NOT. INTENDED. FOR. PUBLIC.
It represents the corporate, not the beer hat wearing college kegger."
Well, based on that statement, I'd say a glass of beer is a bad choice, then.
On Jul.09.2008 at 03:22 PM
exasperated’s comment is:
Darrel. Beer is what they sell.
Darrel’s comment is:
"Beer is what they sell."
I'm trying to get you to justify the "idiots" comment, but I'm seeing that isn't probably going to happen.
On Jul.09.2008 at 05:59 PM
exasperated’s comment is:
It is a logo, not a photograph.
Symbolic not literal.
Simple not complex.
This means no bubbles, no foam top, no lens flair, no two hands toasting glasses.
As Michael clearly stated, the logo is intended for an internal corporate audience. This means, it does not need to reflect the packaging vernacular, that would be confusing.
Paul Rand:
The role of the logo is to point, to designate—in as simple a manner as possible. A design that is complex, like a fussy illustration or an arcane abstraction, harbors a self-destruct mechanism. Simple ideas, as well as simple designs are, ironically, the products of circuitous mental purposes. Simplicity is difficult to achieve, yet worth the effort.
Stuart McCoy’s comment is:
exasperated,
This is still a bad design for a corporate logo, but there is still no excuse for not bringing in SOMETHING from the original company logos. They didn't use a different logo for corporate work before did they? If not then why start now? If not, what was THAT logo? Bad design is bad design whether it was intended for limited public use or not, I don't care if Pentagram designed it. There are other elements other than the script type that could have been used – color for instance – that would tie in with the past and still remain "corporate" whatever that is supposed to mean (sounds like the famous client quote "jazz it up a little"). Not everyone thinks corporate has to be sans serif, camel case and trendy.
On Jul.09.2008 at 08:16 PM
XK9’s comment is:
I really like Morgan's rehash. Beer without a respectable head, looks like dirty water from further down the Colorado.
Chermayeff & Geismar combined (their) logos for Exxon and Mobil. The result paid homage to both identities and still held up as a cornerstone for a corporate identity. (Although, I still wish they could have kept the blue "o").
Perhaps they may have been well served by a new hybrid script treatment that was respectful of both of the companies venerable marks.
On Jul.09.2008 at 08:47 PM
XK9’s comment is:
Now let's talk about Walmart!
On Jul.09.2008 at 08:48 PM
durkadurkastan’s comment is:
The typography on this is absolutely shocking... look at the kerning. Unbelievable. Bland, boring, horrible. I hate it. The designers should be fired for this mess.
On Jul.09.2008 at 09:04 PM
offended by the bullshit comments’s comment is:
XK9’s
Its really a "F...ing disgrace and shame 99.99 %
of the pretenders writing on this website don't have a clue to what they're talking about.
Chermayeff & Geismar didn't design the ExxonMobil
Logo.
Lippincott designed the ExxonMobil Logo.
Mr. Armin Vit, I sincerely believe its time for the people discussing identity and branding on this website to be required to upload at least 10 of their respective logos for critique before they are allowed to blaspheme and desecrate a masters work.
On Jul.10.2008 at 01:17 AM
Darrel’s comment is:
exasperated, I'm not really sure what your point is at this point.
Saying this is a corporate facing logo doesn't really change most of the comments (both for and against) that have been mentioned already.
"Mr. Armin Vit, I sincerely believe its time for the people discussing identity and branding on this website to be required to upload at least 10 of their respective logos for critique before they are allowed to blaspheme and desecrate a masters work."
Wait a minute...this is Mr. Beruit messing with us, isn't it? ;o)
On Jul.10.2008 at 10:32 AM
Don’s comment is:
I have a general rule: If you need to create an animation to explain a logo concept, the logo has failed. No logo should need an animation for its unveiling.
See: London Olympics logo
On Jul.10.2008 at 11:59 AM
exasperated’s comment is:
Darrel.
My point is, the assumption that the logo should reflect Miller Coors packaging aesthetic is wrong.
I would suggest reading the rationale, simply out of respect for a fellow designer.
Darrel said: "Saying this is a corporate facing logo doesn't really change most of the comments (both for and against) that have been mentioned already."
My argument has nothing to do with weather the logo is for suits or the GP.
It's simple a matter of understanding what a logo is, and what it is meant to do, see Rands point above.
The comments to make the symbol look more like a glass of beer are missing two key points.
1. the symbol has a multiple reads. Unity, focus, glass of beer (and maybe an eyeball :)
2. A logo does not sell (directly), it identifies.
It's role is not to sell beer, that should be left to a sweet product shot with bubbles glistening in the sun.
Darrel’s comment is:
"My point is, the assumption that the logo should reflect Miller Coors packaging aesthetic is wrong."
Ah. Well, no disagreement from me on that one.
On Jul.10.2008 at 01:36 PM
damon’s comment is:
I love the concept of it. and I think the animation is really well executed.
the type, and colour scheme is lacking in a big way. it has no character. It's too cold and sterile for a beer company, corporate or otherwise. Beer logos are like baseball logos, they should have some flair and a bit of a historical feel.
I do like the idea though, maybe just needed to be less stark type wise.
On Jul.10.2008 at 01:55 PM
Morgan Smail’s comment is:
The previous image I posted earlier this week will be removed by me for the following reason...
Initially, I created and posted a "rehash" of the logo to visually illustrate the issue I mentioned in the post above it. The posting was intended for the particular design community that happens to view this blog - simply for the sake of discussion and analysis, as is the purpose of the blog itself.
I personally feel there is nothing wrong with posting images of comparable market-place logos or even humorous mockings. However, this particular image was in danger of being interpreted as an earnest re-design attempt. Unfortunately, such renderings could encourage and promote adverse practices like uncompensated bid work and/or undermining the hired professional in question... neither of which I condone.
The leadership at MillerCoors is obviously very happy with the clever and skilled solution Mr. Bierut n' team submitted, and I sincerely hope that remains respected by all of us.
On Jul.10.2008 at 03:02 PM
Morgan Smail’s comment is:
note:
the phrase I used "uncompensated bid work" refers directly to what's known more commonly as spec work
On Jul.10.2008 at 03:59 PM
Stuart McCoy’s comment is:
"My point is, the assumption that the logo should reflect Miller Coors packaging aesthetic is wrong."
That depends on whether or not they had a separate corporate identity before or not. I'm not necessarily saying slap the two script faces together and call it a day but this logo says absolutely NOTHING about the company other then a poorly rendered beer glass with really disgusting looking beer (though this matches the taste quite nicely). They could have drawn from the SAB Miller or Molson logos for some inspiration as well. No matter how you slice it, this logo is bad and "offended by the bullshit comments" can blow me with his attitude (well it appears he's busy blowing the designer of this logo so I guess that will have to wait).
PS I always hated Paul Rand's NEXT logo too. What do you think of that offended by the bullshit comments?
On Jul.10.2008 at 07:36 PM
Tom M.’s comment is:
Uck. It makes me think of that new Payless ShoeSource mark. Or some logo template software.
On Jul.11.2008 at 12:32 AM
B-bop’s comment is:
Lame
I am going to have to agree with the other Milwaukeean, while Michael's work on the new Harley Museum is amazing, this logo is so bland it hurts. It does nothing to build on the over 100 year brand equity of both companies...and seriously, who in corporate america is going to take the time to try and get the glass of beer concept?
On Jul.11.2008 at 10:26 AM
Gentleman Agitator’s comment is:
Is the glass half empty or half full? Looks empty to me. This logo is flat.
On Jul.11.2008 at 10:59 AM
Alvin’s comment is:
"This logo is flat."
Perhaps it needs a bevel, a drop shadow or some web 2.0 liquification!
Amanda’s comment is:
"Wow, nice logo concept, except that I've never seen anyone drink these beers from a glass. "
— Win.
"LOGO. IS. NOT. INTENDED. FOR. PUBLIC."
— If it is not intended for public, then why is there a public website displaying the logo?
On Jul.14.2008 at 10:31 AM
Anonymous’s comment is:
um.. who kerned those letters? terrible
On Jul.14.2008 at 02:47 PM
Myles’s comment is:
Wow. Im usually a superfan of Michael Bierut's work but Im honestly not feeling this logo. The aerial view of the pint glass is an interesting take, but it looks like an eyeball to me. The type does seem a bit cramped as well, but hey at least there are no gradients in sight. The logo is minimalist in its approach and that I am a big fan of.
On Jul.14.2008 at 04:55 PM
Ryan Doggendorf’s comment is:
Where are the original sketches and past versions. I agree with the "no flavor" comment it seems like it is lacking the originality that the script in both Coors and Miller once had. Where is the tradition? The beer glass icon is clever, but it could be applied to any beer brand out there. This logo definitely needs to be revisited.
On Jul.21.2008 at 02:59 PM
Jean Claude vanMammal’s comment is:
overall, it's meh to me, but i agree with many of the points for and against it...
but i REALLY do not like it on the website beside a nice photo of a glass of beer. the color does not feel very pleasant when shown next to the pics.
On Jul.25.2008 at 08:35 PM
Mike’s comment is:
Half-full or half-empty?
At least it must be a glass of beer that has been standing around for some hours because no foam is visible.
Without the foam it could also stand for a urologist's surgery, I'm sorry...
However, I like how the three circles in the glass seem to reflect the Coo in Coors.
On Aug.02.2008 at 03:32 AM
XK9’s comment is:
Dear Mr. Offended by the B.S. Comments...
I'm sorry I've offended your sensibilities.
I bow to your superior knowledge of what branding agency combined the two marks designed by Chermayeff & Geismar.
I'm not certain that error should disqualify my participation in these forums, but at your request I submit these logo samples for your approval.
I would enjoy seeing examples of your work, good sir.
Sincerely (almost),
Bill Dawson
Graphic Designer
xk9@xk9.com
Menk’s comment is:
Reminds me of drinking warm shitty beer from a clear plastic cup behind an exxon mobil station. Gross.
On Dec.11.2008 at 01:57 AM
Andy McIntosh’s comment is:
Tom Long, President of MillerCoors, enjoys a cold one.
I don't think you can call that a "cold one." Look at the mountains on the bottle. They should be blue if it's cold.
On Dec.30.2008 at 10:33 PM
Comments in Brand New, V1.0 have been closed.
