Grolsch Logo PNG
The beer brand is valued for its classic taste. The Grolsch logo emphasizes the drink’s naturalness and the hops’ special role in the old recipe. The preparation uses proven herbal ingredients.
Grolsch is the Netherlands’ oldest brewing company, founded in 1615 by entrepreneur Willem Neerfeldt in Groenlo. It is still associated with him by name, although it is currently in Enschede. In the 17th century, Groenlo was called Grolle, and the brand name Grolsch originated there. The Groen family became the second owners: they bought the brewery in 1895 and, at the beginning of the 19th century, moved it to another location, where the head office is now located. The third owner of the beer brand is SABMiller. It acquired the rights in 2007 and, at the end of 2016, resold them to Asahi Group Holdings, which now owns it.
The company’s roots run deep, dating back to the 17th century, when Willem Neerfeldt launched a small brewery. At first, he ran it single-handedly, but then his son-in-law, Peter Sanford Kuyper, became head and owner. A few centuries later, the leadership changed again, and the brewery passed into other hands. He also moved it because the new head shifted production to Enschede.
Later, the company changed hands two more times before Asahi Group Holdings acquired it, along with several other beer brands. Today, it is the largest brand in the Netherlands, ranking second behind Heineken (2006 data). In 1995, it was awarded the Koninklijk (royal) title.
By 2021, the Grolsch brand logo was recognizable in 70 countries worldwide. The greatest demand for its products is in the UK, New Zealand, Australia, Canada, and the US, where Dutch beer exports account for 78 percent of total exports. Other companies also produce it under license. The brand strictly adheres to the original identity and the style chosen at the brewery’s dawn.
Meaning and History
Like many other vintage brands, Grolsch is proud of its long history. The brewery has endured the centuries while retaining authentic beer-making traditions and its identity. The two hop cones depicted on the emblem symbolize using two hop varieties in the recipe at once: one for bitterness, the other for aroma. This combination deepens the drink’s taste.
The logo, which reflects a non-standard approach to brewing, is printed on labels and adorns branded mini-kegs. The company has repeatedly changed its visual identity, especially when new owners appeared. But lately, Grolsch has sought to align more closely with traditional values so that customers can appreciate its heritage spanning more than 400 years.
What is Grolsch?
Grolsch is one of the oldest Dutch beers. Its legacy dates back to the first half of the 1600s, though the current brand name didn’t appear until 1922. Founded hundreds of years ago, the brewery uses a top-secret yeast strain, so no one else can replicate the unique taste of its drinks. She also invented flip-top bottle caps, which let you open them without an opener.
Old
The Grolsch logo is well known worldwide. It is made of two equivalent parts, graphic and text, each conveying certain information. Together, they create the brand’s unique aura, hinted at by every element.
The inscription consists of an italic line bearing the company name. The letters are calligraphic, handwritten, and connected, with smooth transitions and rounded edges. On the right, the contour line is slightly wider than on the left, creating a shadow effect. Another edging of symbols reinforces it – external, dashed, white-gray. This design technique makes the text appear three-dimensional, as if raised above the background.
The graphic section includes the brewing brand’s personal signature. It is a vertical oval with a double border and a red center. The most important elements are concentrated at its center: the branded beer’s base. In particular, it shows a hop leaf and its cones (on the right and left), an ear (which separates them), and the letters “G” and “B”. The background features carefully stacked fragments of a green hop bush.
Before 2014
This emblem contains a light green brand name with dark green outlines. It uses a cohesive cursive script with large letters. At the bottom, the phrase “PREMIUM LAGER” appears in bright red, drawing the eye. Above is the same red oval. It features white patterns of a long spike, stylized “G” letters, and two hop cones dangling from the sides. The numbers “16” and “15” are also located there – the year of the founding of the Grolsch brewery is divided into two parts.
The word “SINCE” appears to the left of the oval shield, and “1615” to the right. Both elements are light grey. The logo is based on a white polygon with curly edges. A wide frame of multi-colored stripes complements it.
2014 – 2019
Here, a semi-cohesive cursive script is used for the “Grolsch” lettering. The small indents between the “G” and “r” at the beginning, and between the “s” and “c” at the end, create a sense of movement. The word feels floating, light, and dynamic. And the absence of dark contours evokes a feeling of unlimited freedom. Increased intra-letter gaps and smooth, elongated lines make the logo clear and legible. The light green color symbolizes naturalness, purity, and natural ingredients.
Above is a dark red circle that replaces the traditional Grolsch oval shield. Inside it, two hop cones are depicted – a hint at the original technology of making beer. Between them is a bottle with a special hinged cap, which was first used for alcoholic beverages in 1897. Apparently, the company is very proud of this invention.
2019 – today
In 2019, graphic designer Dan Lawrence redesigned Grolsch’s signature style to bring it closer to the brand’s roots. Now, the manufacturer positions its products not as lagers but as pilsners. He also introduced a new minimalist logo, though it is very similar to previous versions. The Asahi Group commissioned the rebranding after buying the Dutch beer brand in 2016.
The version shown here contains “Grolsch” lettering in red. This color represents passion and thirst. It reflects a love of beer, brewing, and everything connected to them.
Font and Colors
The corporate typeface conveys a soft, smooth, caring oblique style for the name. It is very close to the Mustardo typeface, which is both fresh and energetic. The color palette is green because hops are the main ingredient in beer. It is complemented by gray (a thin line for edging the letters), red (the oval on the icon), and white (inscriptions, ear, hop cones).