Krusovice is one of the oldest beer brands in the Czech Republic. It belongs to Královský pivovar Krušovice (Royal Brewery of Krusovice), a company that since 2007 has been part of the Dutch corporation Heineken. At the same time, sales on the German market continue to be controlled by the previous owner, Radeberger Gruppe. The alcohol brand exports its products to more than 30 countries, including the UK and the USA (since 1993). The largest importers are Slovakia, Germany, and Russia.
Meaning and History
The exact date of the founding of the company is not known. According to experts, it is somewhere between 1517 when a treaty was made allowing the nobles to brew beer on their land and 1581 when the Royal Brewery of Krusovice was first mentioned in documents. It was then that Jifi Birka (a member of a titled family, the owner of the Krusovice estate) sent a letter to Emperor Rudolf II with an offer to buy a brewery from him, which consisted of fermentation equipment, mills, hop fields, cellars, and a tavern. From that moment on, Birka became a beer supplier for the ruling elite and received official permission to place the Imperial Crown of Austria on the logo. She is still depicted there.
And in 1583, the emperor nevertheless bought the brewery and made it royal, hence the name Royal Brewery. Interestingly, at the beginning of the 17th century, the quality of the beer was determined by its stickiness. If the trousers of a brewer in Krusovice stuck to a bench soaked in alcohol, then everything was in order with the drink.
Then the company changed hands, and each new owner brought something of their own into production. In 1945, it became the state’s property and continued to operate in this status until 1992, when it was registered as a joint-stock company.
At least two Krusovice logos are now known. The first of these was adopted in the mid-1990s when the brewery was bought by Binding-Gruppe, now known as Radeberger Gruppe. The new owner in 1995 renamed the distillery to Královský pivovar Krušovice and ordered the redesign of the emblem. As a result, a graphic sign appeared with the image of a red scroll, surrounded by gold stripes and topped with a crown, next to which were written “15” and “81”. Below were two coats of arms and medals confirming the quality of the beer. And right on the scroll was written the white word “KRUŠOVICE” (in the center) and the yellow phrase “KRÁLOVSKÝ PIVOVAR” (in the bottom line).
The second, the more modern logo, is now used as the official mark of the Royal Brewery of Krusovice. It is also featured on the company’s website. In this version, the scroll became darker and turned into a quadrilateral with deformed edges that were bent in opposite directions. Due to the thin golden lines on the background, it seems that there is the same figure behind it, but in a different color. The design of the crown has also changed: it now has a simple structure and has been moved from the center to the left. The numbers next to her disappeared. The main inscriptions are preserved, but the font has been changed to a sharper and smoother one.
The main distinctive element of the Krusovice emblem is the crown. And this is not a hypothetical symbol of power but an image of the Imperial Crown of Austria. The company received the right to place it on the logo as early as 1581 when it began supplying beer to Prague Castle on the personal order of Emperor Rudolf II. Of course, the brewery has long had nothing to do with the ruling elites, but it continues to use its historical heritage for advertising purposes.
Font and Colors of the Emblem
This brand has unique typography because the word “KRUŠOVICE” is written in a custom font with no analogs. All letters are bold, geometric, vertically elongated. Some of them are complemented by small sharp serifs. The first “K” in the modern version of the logo has an elongated stem that goes under the “R.” And for the phrase “KRÁLOVSKÝ PIVOVAR,” the designers used a high-contrast typeface similar to Vera Humana 95 Bold by BX Fonts or Ophian Bold by FontSite Inc. (less).
The selection of colors in the two cases is different. The first emblem looks brighter due to its rich and light shades. The main range includes red and gold with a gradient. They are complemented by the classic combination of white and black, which are used mainly for inscriptions. And the modern logo is darkened: red at the edges turn into burgundy. Gold and white have been preserved, which cannot be said about the black color, which has disappeared even from the contours of the letters.