Paulaner Logo PNG
The Paulaner logo represents the drink’s inspiration with deep reverence. Elements connect the past with the present. An ancient recipe developed by the monks helps the company achieve stability, a strong position, and universal love.
Paulaner began as a monastery, not a brewery. In 1627, the Paulaner order moved from Italy to Bavaria and founded the Neudeck ob der Au monastery near Munich. Their strict fasting rules banned solid food during Lent, so the monks brewed a strong, nutrient-rich dark beer. In 1633, they inherited a local brewery, and in 1634 received permission to brew for their own use.
The beer became known outside the monastery as Salvator, named after the nearby Church of the Holy Savior. Local brewers complained to Munich’s council on February 24, 1634. That document is now treated as the starting point of Paulaner’s history. In 1751, Elector Maximilian III Joseph allowed the monks to serve beer to the public on April 2, the feast day of the order’s founder.
A major shift came in 1773, when Valentin Stephan Still, known as Brother Barnabas, became the monastery brewer. His recipe later shaped Paulaner Salvator. In 1780, the brewery received an unlimited license to sell beer. After secularization in 1799, the monastery closed, and in 1806, brewer Franz Xaver Zacherl leased the brewery, then bought it in 1813. Paulaner later became one of the six Munich breweries allowed to serve beer at Oktoberfest, alongside Augustiner, Hacker-Pschorr, Hofbräu, Löwenbräu, and Spaten.
In 1881, Paulaner installed one of Carl von Linde’s early refrigeration machines. In 1928, it merged with Thomasbräu to form Paulaner-Salvator-Thomasbräu AG. The brewery was bombed in 1944, and rebuilding was completed by 1950. The Schörghuber family took control in 1979. Paulaner launched alcohol-free wheat beer in 1986, opened its first Bräuhaus in 1989, became Paulaner Brauerei AG in 1994, and passed 1 million hectoliters in foreign exports in 2016.
Meaning and History
Not every brand can boast such an impressive history. The brand dates back to the early 17th century. The monks of the Paulaner order started brewing the beer in honor of the beloved Saint Salvatore of Horta (Savior of Horta). That is why customers nicknamed the beer Paulaner Salvator. A century and a half after its founding (1806-1928), the secular brewer Franz Sacherl took up the baton and bought the former monastery premises. Under the new owner, the brewery produced beer under the Salvator brand. It didn’t get its final name until 1994.
The company upholds traditions and values of brand recognition and popularity. As a result, its visual identity has changed little since the beer’s creation. However, each logo contains the maximum historical information about the drink.
What is Paulaner?
Paulaner is an old family company from Germany that produces authentic Bavarian beer. It not only revives Munich’s brewing tradition but also exports its products abroad; its premium-quality beer is known in more than 70 countries worldwide. Founded in 1634, the monastery brewery has come a long way and has become a legend in the food industry.
Old
In 1928, the brewery’s new owner was Paulaner Brauerei AG, under whom the visual image most likely appeared.
The logo was a circle. This shape is a rather ambiguous symbol in the beer world. It is associated with beer mug stands, keg bottoms, bottle caps, glass legs, and pub signs.
Modern brand information appears on the circle’s outer blue strip. At the top is the modified name of the producing company: Paulaner Brauerei. It comes from the order of monks who first brewed the beer, Paulaner. The servants of God were so called because of Paola, the birthplace of Francis, the order’s founding monk. The elder lived in Italy in the 15th century and is recognized by Catholics as a saintly hermit.
At the bottom of the logo was the city’s name, Munich, where the brewery was located.
The inner part of the logo contains information about the brand’s history. At the center of the circle, a picture of Francis himself in a monk’s robe was displayed. In his hands, the friar holds a stick with the name of another saint, Salvator, who was revered in Calabria, where Francis was born. The Paulaner order revered the healer Salvator and named their beer after him. This is indicated on the logo below the image of the monk.
The circle’s background is a red flag with a white cross, reminiscent of the flag of the Holy Roman Empire, where the first Paulaner beer was brewed, and of the coat of arms of Cagliari, Italy, where St. Salvator spent his final days.
On the monk’s back is an image of Munich and the old monastery brewery. The inscription “Schutz Marke” is on the sides; it’s a registered brand.
before 2020
The visual mark was renewed towards the end of the 20th century, after the brewery became Paulaner GmbH & Co. KG, and the beer was named Paulaner. The brewery removed the old emblem to acknowledge the previous owner and St. Salvatore.
The new logo is round, with the brand name in capital letters with serifs and a thin, elegant gold inscription with the year of foundation on either side.
The image of Francis has been updated to look more modern. The saint is drawn in profile, looking forward. It is as if he is blessing the beer to move into the future and watching its development. Overall, the visual sign resembles an old Bavarian commemorative coin, on which the king’s image was usually minted in the center. This is particularly symbolic, since the monk served as an advisor to the country’s three monarchs. The saint’s profile is made in gold, further strengthening the association.
The circle has a dark red background, which was omitted from the last logo’s flag. The color has darkened and shifted toward a more noble red. As a result, it is associated not only with the flag but also with the times of kings.
A wide dark blue band still runs along the edge of the circle, now with a gold border. Germans associate the color blue with tradition. In addition, Francis was considered the patron saint of sailors.
The brand name and the city of production, Munich, appear in white letters on the blue band. White is a symbol of purity. The brewery still adheres to the 16th-century purity law, limiting the list of real beer ingredients. The company has an impeccable past. In addition, the brewery uses the purest artesian water, dating back 10,000 years, in the production process. The brewery also runs its “Paulaner engagiert” program, which supports environmental protection. White is also associated with coolness. In 1881, Paulaner was the first to install an ice machine and produce year-round foam. The company also owns the first recipe for a non-alcoholic light beer.
The emblem shows 1634, the founding year. However, this date is approximate. It is based on a written complaint by the Munich brewers about the monastery’s competition. This means the beer was already known and popular. The inscription is made in elegant monogram letters. The gold color and antique font indicate the drink’s venerable age.
The brand name beneath the round emblem is written in large antique-blue letters with serifs and gold edging. This shows a premium beer with a rich history. Like the first P, the center letter A is capitalized and has an unusual serif. This divides the word into two parts. In German, the first part is the name of the city of Paola, Paula, and the word “aner” translates as “record” and forms the root of the word “heir”. This division in the name emphasizes that the beer recipe was inherited from Paola and brewed by the saint’s followers (his heirs).
2020 – today
In January 2020, the German design studio Higgins Design GmbH redesigned the Paulaner logo to appeal to younger generations. As a result, the colors took on a darker hue. However, they may vary depending on the label’s design and the emblem’s location.
All elements are in the same locations as before the redesign. At the center of the red circle is a stylized portrait of Francis of Paola, the founder of the Order of the Paolani monks. The blue ring contains the brand’s name and hometown. The word “PAULANER” is duplicated at the bottom, and the brewery was founded in 1634. The company is proud of its centuries-old history and continues to use it as a marketing tool.
Font and Colors
The brand’s main colors are royal blue, red, and gold.
- Blue is the water element, the depth of centuries, and faithfulness to tradition.
- Red – country flag, people’s love, the triumph of Oktoberfest, where the beer deserved everybody’s approval.
- Gold – premium, golden color of beer, antiquity, value.
The main inscription uses Accolade EF Bold. To indicate the year the beer appeared, we chose the Old English font English 111 Std Vivace.