Ricard, one of France’s most iconic pastis brands, recently unveiled a refreshed visual identity that honors its heritage while embracing a more modern look. Founded in 1932 by Paul Ricard, the brand has long been associated with the sunny afternoons of Provence and remains the world’s top-selling anise-flavored spirit. The rebranding reflects a desire to stay relevant in today’s marketplace.
The previous logo featured a sunburst design, paying tribute to the brand’s southern roots. The vibrant yellow, paired with strong typography, represented both the energy of the product and its history. The sun symbolizes the Mediterranean warmth and the traditional way of preparing the drink, where the anise liquor turns cloudy when mixed with water. The bold, structured typography gave the brand a confident, timeless image.
The sun remains a central element in the new logo but has been simplified to a solid yellow circle. This minimalist approach reflects a more contemporary aesthetic, removing the complexity of the previous design while keeping the sun as a core symbol. The solid circle conveys stability and endurance, mirroring the brand’s long-standing presence in the market.
The typography has also been refined. While still bold, the softened lines give the logo a more approachable and modern feel. The deep blue of the Ricard name contrasts sharply with the bright yellow sun, maintaining the strong visual impact that has always been a hallmark of the brand. This color combination continues to evoke trust and warmth, values that have defined Ricard for decades.
A key change is the removal of the detailed sunrays, replaced by the simple, flat shape of the sun. This clean, uncluttered design aligns with modern trends and makes the logo more versatile for digital and print platforms, ensuring it remains effective across different media.
The new logo strikes a balance between tradition and modernity. The bold yellow circle and refined typography honor the brand’s past while positioning it for the future. With these updates, Ricard is set to appeal to loyal customers and new generations, reinforcing its place in the global spirits industry.
