Portugália, one of Portugal’s most recognizable beer halls, has revealed a refreshed logo and updated visual identity as it approaches its 100th anniversary. Developed by Farelo Studio in collaboration with Luis Mileu Studio, the rebrand blends the company’s rich history with a cleaner, more adaptable look designed for today’s audiences. The new design respects Portugália’s heritage while presenting a contemporary aesthetic suited to physical spaces and digital platforms.
Previously, the brand’s logo leaned heavily on traditional Portuguese heraldic elements, featuring a classic shield reminiscent of the country’s coat of arms. The ornate typography and hand-drawn styles highlighted its longstanding roots, reflecting craftsmanship and authenticity. However, the detailed gradients, stretched fonts, and dense composition often created challenges for digital applications, making them less flexible across different formats.
The new logo abandons these complex details and embraces a minimalist, typography-focused design. This transformation’s core is a bold, geometric wordmark that brings a fresh sense of clarity and balance. Inspired by the Termina typeface, the custom typography includes distinct modifications, particularly in the letters “R” and “A,” where subtle curves add character without overwhelming the design. These adjustments give the wordmark a unique personality while maintaining a clean, modern appearance.
A standout feature of the redesign is reimagining the letter “O,” which now takes the form of a simple shield. This detail connects to historical iconography while seamlessly integrating into the wordmark. The shield’s open top introduces a dynamic flow, subtly echoed in the nearby “U,” which resembles the shape of a cup—a subtle nod to the beer heritage. This clever integration eliminates the need for separate icons, creating a more cohesive logo adaptable to various branding materials.
Supporting the primary wordmark, the words “Cervejaria” and “1925” appear beneath it in a clean, sans-serif font that complements the main text. This reinforces the deep roots while maintaining simplicity and readability. Including the founding year grounds the design in its historical context, adding a timeless touch that honors the company’s past.
While the traditional blue remains, it has been refined to a richer, more saturated shade. This updated hue enhances the logo’s visual impact, adding a fresh, vibrant feel that aligns with the brewing tradition. The monochromatic palette ensures consistency across various applications, from restaurant signage to packaging and digital media.
The new identity balances functionality with meaning. Its streamlined design improves legibility across various sizes, making it effective for large-scale displays and small digital formats. At the same time, incorporating historical elements within the typography helps maintain a link to cultural roots while avoiding an outdated appearance.
Portugália’s updated logo bridges the gap between tradition and modernity. The new design reflects the brand’s evolution without losing sight of its heritage by focusing on bold typography and integrating subtle historical references.
