The Chivas blended Scotch whiskey brand belongs to Chivas Brothers and other brands: Royal Salute, Glenlivet, Ballantine’s, Longmorn, Aberlour, and many others. The manufacturer loves to experiment, so the range of premium alcohol is not limited to just one type of Chivas Regal. By changing the mixture of grain and malt varieties, the distillery produces different strengths and aging drinks. He achieves the exquisite taste and aroma of whiskey for over 200 years.
Meaning and History
The Chivas Brothers story began in 1801 or even earlier when John Chivas decided to join the business of his brother James, who owned a grocery store in Aberdeen. Together they founded a new family business – the production of high-quality alcoholic beverages. It was the best that John and James could come up with, as they managed to get the approval of the royal court. 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 belonged to 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, is of high quality and long aging.
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 carrying positive energy – a talisman in the shape of 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, which indicates the aging: usually 12, 18, 21, or 25 years.
Font and Colors of the Emblem
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 an imitation of the traditional Luckenbooth brooch. Unique jewelry dates back to the late Middle Ages. They were used as a powerful magical artifact that protects against the evil eye and brings 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.