Amstel Logo

Amstel Logo PNG

The oldest brewery in the Netherlands is famous for its product, whose Amstel logo is symbolic and straightforward. The geometry, color palette, and some graphic elements of the modern emblem symbolize the brand’s commitment to its rich history.

Meaning and History

The trademark of the brand is symbolic but straightforward. The inscription “Amstel,” placed inside a white semicircle, immediately catches the eye. The inscription is presented in classic bold font with small serifs. The company founders chose this name. Johannes and Charles decided to perpetuate the Amstel River, on the coast of which was the first beer factory.

The famous red and white circle is located in the center. It is also found on old brewery logos. The two-tone geometric figure represents a billiard ball. This association did not arise by chance: but because the founders of the company liked to play billiards together. Since then, many years have passed, but the circle, as before, symbolizes their strong friendship and commitment to tradition.

Throughout the century, the emblem has evolved. For example, when the Amstel factories were located in Amsterdam, the owners proudly marked their hometown on the trademark. Then the production was moved, and the inscription disappeared.

The designers updated the logo after each rebranding, as the company changed its name several times. From 1870 to 1947, the company was named Beiersch Bierbrouwerij De Amstel and from 1947 to 1968 Amstel Brouwerij. All this was reflected in the company’s visual identity (logo).

What is Amstel?

Amstel is a Dutch beer brand produced at the Heineken factory since 1968. The history of this alcoholic drink dates back to 1870, when the first stone of Amstel’s brewery was laid. The range includes several lager types, including light, dark and non-alcoholic.

Old

Amstel beer was named after the river of the same name that flows through Amsterdam. This name, painted in black, became the centerpiece of the logo. It is written in bold type with short black serifs. Each letter casts a golden shadow on the white semicircle containing the word. There, but a little higher, is the phrase “QUALITY PRODUCT.”

The white word “BEER” with black outlines is written in a red semicircle. A pattern in the form of a stylized ear borders it. The emblem is placed in a wide gold ring with the inscription “LAGER BEER BREWED IN THE AMSTEL TRADITION.” At the top is a triangular shield adorned with two ears of corn, hinting at the beer’s ingredients. Inside it, on a blue background, are depicted:

• a small red and white shield with a black “A”;
• tape with the word “AMSTEL”;
• two golden horses;
• stylized crown with three peaks.

This is a reference to the coat of arms of Amsterdam. The city received the right to decorate its official symbol with the crown of the Austrian Empire with the personal permission of the king. Of course, this element looks different from the beer brand logo. And the emblem of Amstel does not depict heraldic lions, as on the coat of arms of Amsterdam, but proud horses that are associated with agriculture.

before 2020

This option features a three-dimensional design. The designers used a gradient to make the logo appear shiny and reminiscent of an award medal. The inner red and white circle has a thin silver border, which creates a bulge effect. The number of inscriptions inside the circle has been reduced: in addition to the black word “AMSTEL” and the white “BIER,” there is only the number “1870” – the year when Johannes van Marwijk Kooij and Charles de Pesters created a new beer brewed according to Bavarian technologies.

The phrases “AMSTEL BIEREN” and “VOLGENS DE AMSTEL TRADITIE GEBROUWEN” are written in the gold ring. A thin black stripe surrounds each letter. As for the composition of the upper shield, it has noticeably changed compared to the original version. There are white heraldic lions with blue outlines in place of the two golden horses. They hold a large “A” for the brand name. The lions were taken from the coat of arms of Amsterdam.

2020 – today

The round red and white logo has become the main symbol of Amstel, so the company decided not to make global changes to it. But in 2020, the brand has had to redesign its visual identity a bit in order to adapt it to the global market. This was done by the London design studio Elmwood. The main difficulty was that Amstel beer was sold in more than 115 countries – everywhere under different logos adapted to local consumers. On the one hand, this is good because flexible branding is able to adapt to a specific audience. On the other hand, the identity lacked consistency.

Elmwood decided to make the trademark unified and comprehensive, so they created a universal logo, retaining its red and white base. The two multi-colored semicircles symbolize the partnership between Johannes van Marwijk Kooij and Charles de Pesters, the men who founded the Amstel brewery. And the circle they formed represents a billiard ball because friends were fond of spending time playing billiards.

The designers considered about 30 versions of the emblem, experimenting with shapes and palettes. The sources of inspiration were ancient medals, the first brewery’s architecture, and the founders’ personal signatures. The resulting logo combines classic and modern. In the center is a red and white circle with the word “AMSTEL” in black and “BIER” in white. The triangular serifs are visible at the brand name, with the letter “A” embellished with a small protrusion that looks like an extension of the horizontal stroke.

The company’s founding year has been extended to emphasize the importance of history and tradition. But the blue shield with white lions, on the contrary, has been reduced – now it does not go beyond the emblem. The golden frame has already become. At the same time, she lost all inscriptions and decorative rings. The only thing that makes it special is the gradient.

Font and Colors

The current logo is original. In the center, there is a red and white circle with inscriptions “1870”, “Amstel” and “Bier.” The last word has an unusual font: the letters cast a double black and red shadow. The inner circle is taken in a silver ring and a broad golden frame. At the top is a blue heraldic shield with two white lions and the letter “A.”

Amstel color codes