The Coors Light brand belongs to the Coors Brewing Company, which was founded in 1873. The first alcoholic beverages of this brand appeared in the 1940s, but their production was discontinued due to the Second World War. Production resumed almost 30 years later. Now, this beer ranks second in sales in the country. Its target audience is young people open to new experiences. All bottles and cans have a refreshing design, which is a kind of a call to take a break from the stress of everyday life.
Meaning and History
What is Coors Light?
Coors Light is a beer brand created by the Coors Brewing Company in 1978, now owned by the Molson Coors Beverage Company. This brand produces alcoholic beverages with a strength of 4.2% (in the U.S.) or 4% (in Canada). It became known because of the special cans that change color at low temperatures.
The most famous feature of Coors Light is its label, which changes color from white to blue as the temperature drops. It is adorned with mountain peaks and echoes the brand’s updated logo. As for the packages and boxes, they depict valleys with conifers and blue skies. Marketers have developed such a visual design to emphasize the “cold taste” of the beer. By the way, the emblem did not always contain mountains: earlier, it was an inscription with an unusual shape of letters.
1978 – 1980
At the very beginning, the cans and bottles were labeled “Coors Light.” The designers used two versions of the handwritten font: bold and thinner. The first word was at the top, and the second was directly below it, and the line with “Light” was uneven, almost diagonal. The division of the logo into two-color blocks (dark red and black) made it possible to focus on the product name.
1980 – 1994
After the redesign, the word “Coors” has gone black. The font changed for “Light”: the developers opted for a bold serif, making the capital letters look like Roman columns.
1994 – 1999
At the end of the 20th century, the brand switched to a colored emblem, where the first half of the name was red with a white outline, and the second half was white with a black border. Due to the stroke and shadows, the letter spacing in the word “Light” has decreased so much that the letters begin to touch.
1999 – 2005
Marketers considered that the new millennium requires modern design solutions, so they made the inscription curved. The word “Coors” looked like it was rolling down the “Light,” which evoked associations with a falling drop. The second part has additional gray shadows, while all the letters in the title have acquired a black base.
2005 – 2012
In 2005, the text was aligned. The word “Light” became italicized and lost its iconic serifs. In the background were snow-capped white and gray mountains. There was also a curved version without mountains.
2012 – 2015
For the first time, the logo designers have placed the inscription in one line. To do this, they had to stretch the mountain landscape so that the background was not empty. But the font has hardly changed.
2015 – today
What is the Coors Light logo?
After simplifying the design many times, the logo of this brand looks minimalist – at least that can be said about the mountain peaks in the form of two light gray triangles. They bear the red word Coors, for which the brand font is used, and on the right is the dark gray LIGHT, composed of upper-case letters. The horizontal strokes L, G, and T are all cut at the same angle.
In 2015, the brewery brand received a new visual identity. The style is dominated by minimalism: the mountains in the Coors Light logo look like two gray triangles merged. The first word from the brand name is written across the graphic icon and partially goes beyond it, and the second is next to it, in the same line. At the same time, for “LIGHT,” a straight dark gray font with cut ends of the letters “L,” “G,” and “T” is used. The developer of this design is Turner Duckworth. He also created the design for the packaging of an alcoholic drink.
Font and Colors of the Emblem
What mountains are on the Coors Light logo?
The Coors Light logo contains a two-dimensional image of the Rocky Mountains, known as the Rockies. More specifically, it is Wilson Peak, one of the peaks of the San Juan Mountains in San Miguel County, Colorado.
The main symbol of Coors Light is the mountains. Probably the logo depicts a “2D model” of the Colorado Rockies, which is simplified as much as possible. Due to the combination of mountain peaks and red lettering, the brand has been repeatedly criticized because its logo resembles the pattern on Evian mineral water bottles. Despite this, the company is in no hurry to change the badge because it is associated with cleanliness, coolness, and freshness.
The word “Coors” uses a swirling font that mimics handwritten text. Typeface for “LIGHT” individual, sans serif. L, G, and T have partially cut edges to give the lettering a distinctive style. The color scheme is restrained: the designers combined red (# D31245), gray (# 717073), and silver (# D1D3D4) to make the logo noble.