Beyond Meat Logo PNG
Seeing the Beyond Meat logo on the label, the buyer can be sure that plant-based meat will be virtually indistinguishable from natural meat. Although there is nothing appetizing about the emblem itself, it has long been associated with burgers, sausages, meatballs, and mincemeat, which are enjoyed not only by vegetarians.
Beyond Meat: Brand overview
Meaning and History
When the company first emerged, its products could easily be mistaken for natural meat, as there was no hint of vegetables in the label design. Even later, in 2016, Beyond Meat’s logo resembled the style of a Texas steakhouse. Obviously, the manufacturer did not want to limit itself to the vegetarian or vegan market and therefore sought to attract meat-eaters and re-educate them in the spirit of plant-based food. It wasn’t until 2019 that the brand started using an emblem hinting at its focus. A bull in a superhero cape rushes to the aid of animals, the environment, and hungry Americans.
What is Beyond Meat?
Beyond Meat is an American company that produces food products for vegans and vegetarians. The company’s product range is based on substitutes for beef patties, pork sausages, ground meat, jerky, and meatballs. They are made from beans, rice, peas, and other vegetable ingredients. The production technology consists of protein extraction to recreate the fibrous structure of meat.
2009 – 2015
Beyond Meat was founded in 2009 but didn’t enter the retail market until three years later, offering consumers a chicken meat substitute made from carrot fiber, soy powder, and gluten-free flour. The strip packs were decorated with a logo depicting two squares with rounded corners partially overlapping each other.
The upper square was light brown in color and contained an image of a fork pointing upward with tines. The white line forming its outline is bifurcated in the middle and curved in different directions. The brand name was located in the lower dark brown square. The designers divided it into two lines with center alignment. The sans-serif font made the lettering legible even at a reduced size.
2015 – 2016
The Beyond Meat logo was updated in 2015 after the company launched a new product, a beef patty substitute for burgers. The top of the emblem was repainted crimson, while the bottom became dark blue. The shape of the fork remained the same, unlike the font, which became bolder. This change helped to draw attention to the manufacturer’s name while maintaining the recognizable design of the emblem.
2016 – 2019
The designers stylized the emblem as a rectangular tag with protrusions on the sides. On the right – a small decorative triangle; on the left – a circle, imitating a hole for threading a cord. Inside was the phrase “BEYOND MEAT,” divided into two lines down the center. The letters themselves were black but had thin red outlines. The lines were spaced apart and gave the impression that the lettering was floating in the air. The interior space in the letter “O” was replaced by the image of a stylized fork.
To the right and left of the second word stretched a long row of small dots. A similar stripe was drawn above, separating the red phrase “THE FUTURE OF PROTEIN.” A bold sans serif font was used for the company name, and a contrasting serif font was used for the slogan. The tag was slanted on the side, so all the internal elements were also slanted.
2019 – 2021
In early 2019, the natural meat substitute manufacturer engaged Los Angeles-based agency Stun Creative to rebrand. The content studio, which has previously worked with brands such as Mattel, Food Network, Netflix, ABC, and HBO, took on the idea of healthy eating that helps athletes win. This inspiring concept was expressed in the original image of a bull with a superhero-like cape fluttering behind him.
On the one hand, this hero comes to the rescue when healthy diet food is needed. On the other hand, he saves animals because people prefer plant-based meat and don’t notice the difference.
The white silhouette of a bull was placed in a green circle, the color of which symbolized natural ingredients. Below it was the black phrase “BEYOND MEAT,” occupying one line. The font remained uppercase, clear, and strict, now reminiscent of TipoType’s Arazati Negra Condensada Regular. This design conveyed the company’s confidence in what it was doing.
2021 – today
Fisk Studio and Falkon Content reworked Beyond Meat’s visual style, making it more consistent and cohesive. The team led by Juju Yeo (Art Director), Greg Fisk (Design Director), Serge Kirsanov (Creative Director), and Dexton Debori (Project Manager) reduced the font size but increased its weight, making the brand name more prominent. A bright and saturated shade of black was chosen for the same purpose. On the other hand, the green color became paler. The new font system makes it possible to remove the word “MEAT” and replace it with the name of a specific product when using the logo on the packaging. This unifies the company’s extensive product line.
Font and Colors
In 2021, the font of the Beyond Meat logo was bolder than the previous version. It still lacks serifs, as the sans-serif font displays well on both large billboards and small labels.
The color scheme includes:
- Green (#6AB335);
- Black (#000000);
- White (#FFFFFFFF).
The green color symbolizes the natural composition of meat substitutes made from plant-based ingredients and indicates a conscientious attitude toward the environment.
