Kweichow Moutai Logo PNG
The alcohol of the company, like the waves of the ocean, envelops the taster. “With each sip, a unique bouquet will emerge that will gradually lift you to the pinnacle of pleasure,” the Kweichow Moutai logo promises. The emblem conveys the purity and softness of elite drinks.
Meaning and History
Moutai Baijiu is part of China’s intangible cultural heritage, as it predates the company that produces it. This liquor has been the favorite drink of kings for about 2,000 years, ever since Emperor Wu of the Han Dynasty first tasted it and appreciated its delicious taste. And on the day of the founding of the PRC, he was designated the national alcohol of the country. Therefore, Kweichow Moutai Distillery, founded in 1951 through the merger of Hengxing, Ronghe, and Chengyi, was destined for success from the outset.
The enterprise grew rapidly and became a large Chinese conglomerate. It has become a leader in the baijiu industry due to its favorable geographical location. Only at this distillery, located in the city of Maotai, Guizhou province, on the east coast of the Chishui River, is a unique drink with pronounced notes of soy sauce, mushrooms, grains, nuts, herbs, fermented tropical fruits, yeast, and flowers. According to experts, it contains about 300 different flavors. An attempt to produce alcohol in the nearby river sections did not give the desired result.
What is Kweichow Moutai?
This is China’s most famous liqueur brand, producing the renowned spirit baijiu, symbolizing Chinese elegance and cultural heritage. The state-owned company crafts this namesake drink using a complex process of sorghum fermentation and multiple distillations, beginning production in the small town of Maotai in Guizhou province. The region’s pure water and unique microclimate create ideal conditions for fermentation. The result is a spirit with a distinctive umami flavor and complex aroma reminiscent of soy sauce, transforming from a regional delicacy into an international representation of Chinese craftsmanship.
Nature itself contributes to the production of original baijiu: a unique climate, special bacteria, pure water, soil, and air saturated with microelements give the drink a unique piquant taste. Therefore, the Kweichow Moutai logo depicts nothing more than a local landscape enclosed in a circle with the inscription “MOUTAI.”
The lower half of the badge is painted dark blue to represent the Chishui River, on whose banks the plant is located. The white stripe in the middle is a chain of hills. It was added because Guizhou Province is famous for its mountainous terrain. The red top with five stars of different sizes simultaneously symbolizes the night sky and pays tribute to the national flag of China. When the logo is used on a bottle, it mimics a print on the side of the cap and is complemented by a red ribbon.
Some believe the round Kweichow Moutai sign was “stolen” from Pepsi and is structurally similar to it. The emblem of the Chinese manufacturer has many hidden meanings, so any comparisons are inappropriate. The white stripe with two curves simultaneously resembles a stylized letter “M” (the first in the company’s name and its flagship brand) and an abstract bird. This is an eagle, a symbol of success, inspiration, striving for heights. It personifies the splendor of alcoholic beverages and the plants from which they are made. And eight curvy red lines (four on each side) hint that the logo was adopted 80 years after the baijiu from Maotai City was awarded the Panama International Gold Award.
Font and Colors
The word “MOUTAI” is written in forked letters, which are nothing special. The font is a standard non-contrasting sans serif. Unlike typography, a color scheme isn’t simple. The combination of red, white, and blue symbolizes the soy flavor of the liqueur, its sweetness, and its piquancy. Red also matches the PRC flag’s color and represents the company’s innovativeness.