Jim Beam is an American whiskey and bourbon brand. It is the No. 1 brand in the world, leading the TOP-3 of elite alcohol. It was located in Kentucky. Jacob Beam founded. Appeared on the market in 1795 under the name Old Tub Bourbon. In 1934, she changed her name to Jim Beam Kentucky Straight Bourbon. Today it belongs to Beam Suntory, a subsidiary of Suntory Holdings, which acquired it in 2014.
Meaning and History
After seven years of running the Beam dynasty, the manufacturer of authentic spirits was taken over by Suntory Holdings. The new owner left in the enterprise structure the family of founders and the former name of the legendary brand with a well-promoted name. He also retained the iconic Jim Beam label.
The logo is a classic print. This used to be used to seal messages, letters, documents, goods, and everything important. Usually, they were fastened with molten wax or hot sealing wax, which was poured onto the ends of ropes, cords, twines, and ribbons, and then they put an individual impression on them. It is this seal that has become the trademark of the spirits company.
The Jim Beam bottle is also legendary. For several centuries of its existence, it has become a single whole with the brand symbols, without which it is simply unthinkable. Hasn’t changed over the years. It has a simple appearance and is in harmony with the label’s design, which contains not only the logo but also a lot of important information. It depicts portraits of the main masters of blending – important figures in the family business, with whom the production of bourbon began.
Placing representatives of all seven generations next to the logo is incredibly valuable to the company. As noted by Fred Noe, a winemaker and descendant of Jim Beam, each member of the family is a milestone in the history of the genus and a page in the company’s development. Therefore, the new owners equated their images with the emblem, making them a special pride.
The key to the brand’s iconic concept was the family’s grand idea: to encapsulate a unique heritage in a capsule bottle to be discovered and appreciated by future generations. To promote the idea, a whole philosophy of label and logo design was developed, called “Living Legacy.”
1795 – 1880
A debut emblem is essentially a flyer that lists a lot of marketing information. The upper part is completely occupied by the large word “Beam,” meaning the dynasty of the founders of the alcoholic brand. Below is a photo of the person to whom the brand is dedicated. To the right and left of the image are two five-pointed golden stars. This is followed by “Colonel” in small uppercase letters and “James Beam” in large bold letters. Below you will find important data about the product and its manufacturer. All elements are in a rectangular frame with rounded corners.
1880 – 1943
When the family business grew into a large firm, the owners rebranded it. The result was an emblem with the then-name Old Tub. The inscription was located in the center, in the form of an arch, and was painted red. The same palette extended to other phrases in the lower zone: “Kentucky Straight” and “Bourbon Whiskey.” But, unlike the first, they did not have gray shadows, so they looked two-dimensional, while the top one looked three-dimensional – convex and voluminous. Drawings depicting attributes for the preparation of alcohol were also painted in gray. On the huge barrel, sides were short ribbons with the words “Our” and “Mash.”
1943 – present
The modern version contains virtually the same elements as before but in a simplified form. Instead of the expanded name of the dynasty – the letter “B,” instead of a large-scale image of the production – a wax seal with a ribbon, instead of a lot of information data – the foundation’s name and year of the brand, grouped in a circle. Everything marked is a graphic part of the logo and occupies the lower area. Above it, there is an arched inscription “Jim Beam” with shadows for each symbol, so it looks three-dimensional.
Font and Colors of the Emblem
The Jim Beam branding reflects the brand’s connection to its past and future. He presents a single family of products that tell a true American success story. Forming a strong lineage, the company has immortalized it in its iconic logo.
It shows a red impression, as if from a freshly sealed hot sealing wax. Above is the uppercase “B” – large, wide, distinct, with serifs and chopped corners. It stands for the Beam dynasty and is well recognized worldwide; therefore, it is used on other products.
The letter mark is surrounded by a double ring of thin black lines. Around it is the inscription “Beam formula. A standard since 1795 “. The edges of the wax seal are uneven, as close as possible to the real ones. Below is a wide ribbon folded in half. The matte finish also conveys the brand’s legend along the lid, exquisite prints, and gilded foil. The emblem’s color scheme is a classic combination of white, red, yellow, and black. Their shades vary depending on the type of product.