Kweichow Moutai Logo PNG
The company’s alcohol, like ocean waves, 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. On the day the PRC was founded, it was designated the country’s national alcohol. 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 because of its favorable location. Only at this distillery, located in the city of Maotai, Guizhou province, on the east bank of the Chishui River, is a unique drink with pronounced notes of soy sauce, mushrooms, grains, nuts, herbs, fermented tropical fruits, yeast, and flowers. Experts say it contains about 300 different flavors. Attempts to produce alcohol in nearby river sections did not yield the desired result.
What is Kweichow Moutai?
This is China’s most famous liquor brand, producing the renowned baijiu, which symbolizes 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 a complex aroma reminiscent of soy sauce, transforming it from a regional delicacy into an international expression 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. We added it because Guizhou Province is famous for its mountainous terrain. The red top with five stars of different sizes symbolizes the night sky and pays tribute to the Chinese national flag. On the bottle, the logo mirrors the cap’s print and is complemented by a red ribbon.
Some believe the round Kweichow Moutai sign was “stolen” from Pepsi and is structurally similar. The Chinese manufacturer’s emblem 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, and striving for heights. It personifies the splendor of alcoholic beverages and the plants that make them. Eight curvy red lines (four on each side) hint that the logo was adopted 80 years after Maotai City baijiu won 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 liqueur’s soy flavor, sweetness, and piquancy. Red also matches the PRC flag’s color and represents the company’s innovativeness.