A New Logo For MillerCoors
07.3.2008 >> A New Logo for MillerCoors
posted by Steven P. Ryan at 03:07 PM
Pentagram launched a new logo for MillerCoors over the past few days. Share your thoughts. To see the animation follow the link below.
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Steven joined VSA Partners nearly 14 years ago. An accomplished creative director he has led VSA design teams on projects for clients such as Coca-Cola, Compaq Computers, Converse, First Data, IBM, Interface, Mohawk Papers Mills, Motorola, Nortel Networks, Potlatch Papers, and Smithfield Foods.
With expertise in branding, investor & corporate communications, retail strategy and design, and interactive applications Steve brings a broad understanding of technology and design to both business interactions as well as creating end-user value.
Steven’s work has appeared in various publications and award shows including Communication Arts, Critique, Graphis, How, Print, and The AR 100 and has been recognized by organizations like the Type Director’s Club.
Steven holds a Bachelor of Fine Arts from the School of the Art Institute of Chicago and was a participant in the 2005 AIGA/Harvard Business School Business Perspectives for Design Leaders.
In addition to his leadership role at VSA, Steven is the current Vice President of AIGA Chicago.
http://www.vsapartners.com
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I was surprised that with such a rich brewing history in the US, and after the buyout of Budweiser by InBev, that the solution was so progressive. I understand that the company wants a clean break from the past and to look toward the future but there are such strong, beloved equities from both companies that I think could have been incorporated and leveraged– the miller underscore mirroring the coors mountain, the script "M" paired with the script "C".... etc. Overall, the mark feels a bit like an internet startup- perhaps because the feel is so approachable and friendly.
Also, from a technical standpoint, this logo is not successful in 1-color. Begins to look like an animated cartoon eyeball.
I also know from sources inside miller that their design managers were not involved in the process at all.
Pentagram worked directly with upper management to develop the logo.
The typography is nicely done.