The Carlsberg Brewing Company recently introduced a major logo change, made by Taxi Studio, based in Bristol. After extensive research on the heritage of this Danish brand, the main elements of the brand such as the hop leaf, the crown, the brand font and the founder's signature, have been carefully re-designed for the first time in several years.
Eager to stay true to the rich heritage of the brewery dating back to 1847, the Taxi team focused its efforts on the longevity of the brand, thus rejecting the design trends of the industry.
Taxi Studio indicates that the new design system is very anti-trend. It is designed to be permanent so there should be no no need change this for a good time.
Constantly improve
At the heart of the Carlsberg brand are the so-called golden words from the founder, JC Jacobsen: "Working in the brewery we should constantly be looking for better beers, so that the brewery always sets standards and helps keep brewing at a high and honorable level.".
And are these words of gold and the constant search for the best what became the driving force behind the rebrand; a simple yet versatile identity system that now works effectively on all elements of the brand.
Project design director for Carlsberg Jessica Felby notes that big company designs used to last 10 years, then 5, now brands are redesigned every three years. Everything is based on trends that go out of style and that for Carlsberg they were not going to follow that trend.
When we see the previous design we realize that the new design is cool, because it looks like a design that has always been there. It looks like what Carlsberg should always have been.
The rejuvenated Carlsberg brand will launch in Scandinavian markets this month and It will roll out globally in the course of 2019.
Images - Carlsberg and Taxi Studio