Organic/Geometric: Jen Wenning

The logo/branding redesign I chose to go with is for Budweiser; the red is eye-catching and easily recognizable.  The original design for their canned product I would say is more geometric because of the way the design wraps around the can.  They also employed a concave hexagon that they warped a bit for the script Budweiser.  The way the old can art was made, definitely looks more segmented into rectangular shapes, that are upright, but you have to put the can on it’s side to actually read any of the text on it.  Budweiser has long claimed that it is “King of Beers” and so on the old can you can still clearly see the crown that sits at the top concave point which is definitely representational of it being the King of Beers.  One of the problems of this design though is, that even though you know what brand it is, if for some reason you wanted to read the text, you have to turn the can sideways to do so.

“Budweiser as a beer is one of the hardest to brew,” says Hall. “It takes roughly 30 days. We wanted to apply the same effort to design principles as to brewing. So we spent twice as long, drawing every piece of type and vector art by hand, such as the medallion, leaves, grains and hops. We put effort into caring about every last detail.”

The new branding for the company I think I would classify as more organic because, back to the text, it’s easier to read since it’s all upright though it still has a geometric component.  The can is clearly done in “halves” as in the top has this spiffy new seal that was made for Anheuser-Busch company, and the bottom half is more simplistic, with the Budweiser in script paired down to a single color (no odd stroke marks), while still proclaiming it’s King of Beers.  They kept the red as it’s still a highly recognizable part of it’s branding and I think it’s a design that it’s not as “representational” as the last just because the obvious crown is gone.  However, by creating the seal, or maybe it’s a coat of arms?, still implies some type of royalty, or ostentatiousness…maybe both.

According to VP of marketing, Brian Perkins, the reason for the logo design is because they thought the old branding was not indicative of the time and care put into creating the beverage, so they wanted new branding that was more detailed and intrinsic to their product.  One thing they wanted to do was reduce the clutter of text from the old branding but still remind consumers of it’s 140-year heritage.

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