Molson Coors Beverage Company last Wednesday unveiled its new corporate identity, “a modern and contemporary look designed to balance the heritage of the Molson and Coors names while signaling the company’s future will extend beyond the beer aisle”, the company said in a press statement. The new logo and identity was launched across the company’s digital platforms, including its website, news blog and social media channels.
Its release comes in the wake of a corporate restructuring and revitalization plan that included the consolidation of business units and the reorganization of its North American office locations. The company officially changed its name to Molson Coors Beverage Company on Jan. 1 (inside.beer, 30.10.2019).
“Our logo is a celebration of the new look and direction of Molson Coors Beverage Company,” says CEO Gavin Hattersley. Designed to give equal prominence to both Molson and Coors, the new logo also pays homage to the company’s former U.S. unit, MillerCoors, by carrying over an evolved pint glass.
It also includes “Beverage Company,” an important distinction that “speaks volumes about who we are and what is possible for our business, signaling to our employees, our customers, investors and others that we are serious about growing beyond beer,” Hattersley says. “We will continue to compete and win on the foundation of our great beers, but the reality is our future will expand beyond that.”
A new, modern color palette featuring orange and two shades of blue aims to convey a bright and optimistic future for the company, while gold is a nod to its nearly 250-year foundation and heritage in beer.
“Modern brands are simple and use color and font to help convey the right emotions,” says Sofia Colucci, Molson Coors’ vice president of North American innovations, who helped lead development of the new logo and identity. “We wanted to strike the right balance of conveying our heritage in beer but also symbolizing a deliberate step into different beverages.”
With the introduction of a new identity, the company is phasing out its MillerCoors name in the U.S., a move intended to “unify our people around the world and signify that we have one future together,” Hattersley says.