As the many years of experience of marketers show, even if a person has never been interested in a certain category of product, he will still be able to name from 5 to 10 brands from this category. And all because the brand identity, advertising campaign, bright mascots, and profitable promotions constantly flash in the social space, and a person cannot ignore this information flows.
This is how business works: the brighter the brand light, the greater the return on the target audience and the greater the company’s profit. And the first thing that a potential consumer sees is a logo – a graphic alter-ego of a brand that conveys the main idea of the product or service being sold.
This time we will talk about the famous Lite Beer brand, which is so popular that this beer is drunk close-up by the main characters in some Western films.
Meaning and History
Good beer has always been highly prized in America. Therefore, high-quality varieties of well-known brands easily won the buyer’s attention, and the geography of distribution across the states was rapidly expanding. This also happened with the products of Miller – Lite Beer.
An unremarkable name, simple but poignant. Behind this name stands quality, powerful advertising campaign, bright graphic design.
Miller Lite was the first light beer in the United States. In 1970, even professional athletes began to drink it. Nationally, the brand was introduced in 1975. In 1977, Miller Lite reached # 2 in the list of the most popular light beer brands in the US market.
The name was originally “Lite Beer from Miller,” which persisted into the late 90s. The idea came from a simple recipe passed down by chemistry professor and biochemist Joseph L. Owades in 1967 to the Chicago-based Peter Hand Brewing Company. A group of investors, Peter Hand Brewing, was interested in the proposal to produce this beer. And then the first production capacities appeared, the first financial problems, the first expansions. In 1972, financial difficulties were ended, the group, Meister Brau Brewing, transferred the ownership of the Miller labels. In the late 90s, massive advertising campaigns began, and the brand began sponsoring sports firms such as Nascar.
The Miller Brewing Company brand logo was a white italicized Miller lettering, slightly raised, underlined. Irregular triangle shape. Rather, it looked like a hoist or an arrow carrying letters upward. It should be noted that the letters are made in the style of a medieval graphic manner. In the background is a bald eagle with open copper wings, and in its paws, it holds spikelets. It is depicted in the center of the frame with a red center, at the very bottom of which there is the year of the beginning of the production of intoxicating drinks – 1988. The frame seems to lie on the spikelets and heads of hops. The small letter “r” indicates that the mark is registered. In general, the logo resembles the graphic motifs of the ancient Romans.
It is important to note that Miller releases different products under its name, so the Lite Beer logo has its way of improving and recognition by the public.
1974 – 1992
Large letters in a dark shade with a white border on the right have formed the graphic “Lite.” A light gold circle with spikelets growing on the sides. There is a red oval insert in the middle with the inscription “A Fine Pilsner Beer.” The words are highlighted in white, and a bundle of spikelets is depicted in a red oval. The logo represents an eclectic image that averages the medieval tradition of calligraphy and the modern interpretation of writing and drawing.
1992 – 1998
The logo has undergone a radical change. In the first place, the inscription “Miller” was displayed in large letters. Above the inscription is a large eagle with wings spread to the side.
1998 – 2001
The new logo from 1998: the lettering does not change the font, but changes color – to gray – and a three-dimensional outline of the letters in muted red and white “Lite” appears. Above, in a soft red, as if faded, in italic calligraphic type “Miller.” All this is outlined in a yellow circular outline, wide enough and noticeable. And on the bottom right is a label with a bundle of spikelets, as it was before. This is now a more complex logo image, which is more credible due to the details.
2001 – 2009
The logo seemed to be crushed, pulled, and unfolded. Dynamics appears; the Middle Ages are gone. Now the logo reflects speed, reaction, impulsiveness. Vivid reds and blues appear in the image. An irregularly shaped triangle underlines the inscription “Miller”; the former font has ceased to carry the spirit of past centuries; it already looks like a flying inscription. The blue color unambiguously adds lightness of perception and purity, even freshness and coolness—great associations with cold beer, especially on a hot summer day. Competent modification of the logo paid off – the company’s profits began to grow again.
2009 – 2014
Almost the same colors, only more saturated and juicy. The blue took on an ultramarine gradient that looked good on labels. From an early circular logo, this elongated oval was born. It is formed from deformed hemispheres; in the center, there are two words, as before, but visually there is white space, which gives a feeling of lightness and not congestion of perception.
2014 – present
Return to the old forgotten logo. Like in the Middle Ages, a serif typeface centered on the word “Lite” now without shadow outlines. Below is a dark blue oval with a gold rim, gold spikelets, and hops. There is also a red oval with wheat inside the logo, as before.
Font and Colors of the Emblem
The main palette consists of dark blue, red, golden wheat, and white. As for the typeface, it was created by Michael Hagmann in 2005 and is called Draft Beer.