Chivas Logo PNG
Love and premium taste are encoded in a visual sign. The Chivas logo suggests an aged, elite drink sealed in ancient qvevris. Its taste is shrouded in legend, and the recipe is carefully guarded.
Chivas began with an Aberdeen delicatessen opened in 1801, selling coffee, spices, French brandy, and Caribbean rum to wealthy customers. James Chivas joined the business in 1838, and his brother John followed in 1857, giving the firm the name Chivas Brothers. The brothers sold wine, tea, and food, then moved into whisky blending for affluent clients. In 1843, the company received a Royal Warrant from Queen Victoria to supply Balmoral.
In the 1850s, James Chivas began creating house blends, including Royal Glen Dee and later Royal Strathythan. After the Chivas family line ended, employees Charles Stewart Howard and Alexander Smith bought the company in 1895. Howard looked to the US luxury market. In 1909, he created Chivas Regal, a 25-year-old blended Scotch aimed mainly at American buyers.
World War I disrupted shipments, and Prohibition in 1920 pushed Chivas Regal off US shelves for years. In 1936, Morrison & Lundie bought the company and shifted focus to a 12-year-old blend. Chivas Regal 12 Years Old reached the US market in 1939. Seagram acquired Chivas Brothers in 1949 and bought the Milton distillery in 1950, renaming it Strathisla, whose malt became central to Chivas Regal.
By 1960, Chivas Regal was sold in 35 countries and held over half of the US luxury Scotch market. Johnnie Walker remained its main global rival. Seagram expanded production with Glen Keith, Braes of Glenlivet, Allt-a-Bhainne, The Glenlivet, Longmorn, and Aberlour. Pernod Ricard bought Chivas Brothers in 2001. Later releases included Chivas Regal 18, the revived 25-year-old, Mizunara, The Icon, and Chivas Regal XV.
Meaning and History
The Chivas Brothers story began in 1801, or even earlier, when John Chivas joined his brother James’s grocery store in Aberdeen. Together, they founded a new family business producing high-quality alcoholic beverages. It was the best John and James could come up with, as they managed to secure the royal court’s approval. In 1843, they began supplying Balmoral Castle with fresh produce. Queen Victoria and her husband, Albert of Saxe-Coburg and Gotha, liked the whiskey aged in the cellar under the shopping center so much that they recommended it to all their acquaintances.
In 1909, the first Chivas Regal was born, the foundation of the modern Chivas brand. It was very popular before Prohibition and then returned to the market again, winning the favor of Dean Martin, Frank Sinatra, and other pop stars. Since 2003, the Chivas Brothers company has been part of the international holding Pernod Ricard, along with all factories and trademarks. The assortment is constantly replenished with new types of alcohol, but the basic principles do not change: whiskey, as before, remains high-quality and long-aging.
What is Chivas?
Chivas Regal is a vintage brand of Scottish whiskey produced by the French company Pernod Ricard in the Speyside Valley. The drink owes its unique taste to this flourishing region, traditional aging in oak barrels, and the blending process. There is a wide variety of Chivas, which differ in composition, age, and preparation technology. For example, Regal XV is aged in Grande Champagne cognac barrels.
Now Chivas’ solid reputation is confirmed not only by its history but also by its unique logo. Identica developed the modern design. It belongs to the British Michael Peters, who created the emblems for Universal, Sony, Johnnie Walker, Nike, Levi’s, Vodafone, Captain Morgan, and other global brands.
It took about four years to redesign Chivas. Peters considered it his goal to make the world happy, so he did not use gloomy tones. He chose a discreet shade of gold to present the whiskey name in a whole new way. To the left of the inscription, the artist placed another element that carries positive energy: a talisman shaped like a heart.
By the way, the Chivas Regal labels have a completely different logo. It looks like a wide heraldic shield decorated with intersecting spears. The main color can be red or blue. At the top is the name of the blended whiskey. The designers placed it on a scroll-shaped strip. At the bottom, on another scroll, is the appearance of an alcoholic drink. In the middle, there is an oval that indicates the age: usually 12, 18, 21, or 25 years.
Font and Colors
Chivas stands out from other brands with its unusual heart symbol. Michael Peters added it to highlight the Scotch origins of the whiskey, as it is modeled on the traditional Luckenbooth brooch. Unique jewelry dates back to the late Middle Ages. They were used as powerful magical artifacts that protected against the evil eye and brought good luck in ancient times. And in the 19th century, Luckenbooth became a traditional decoration of the inhabitants of Scotland. They represent devotion and love. On the Chivas emblem, the heart is complemented by a crown associated with the royal order’s receipt.
The wordmark font is similar to Stratford Bold, developed by URW Type Foundry. It features short serifs with rounded ends. The main color of the logo is gold. Perhaps it symbolizes the metal from which the Luckenbooth brooches were made. On bottle labels, gold is combined with red or blue.