Sierra Tequila Logo PNG
The tequila’s visual identity features cirrus agave leaves, manual production, and a distinctive aftertaste. The Sierra Tequila logo conveys dignity and respect for the local culture. The alcohol’s taste carries the flavor of Mexico.
Meaning and History
It all started in post-war Germany, when the country was devastated by the war. In 1948, members of the Matthiesen family bought the trading house Borm & Co., which sold alcohol. After the purchase, they immediately renamed it Borco. A few years later, in 1972, they renamed it Borco-Marken-Import Matthiesen GmbH & Co. Today, the third generation of founders runs it.
In the 1980s, a tequila boom hit Europe, and the German company’s management decided to take over a tequila distillery. After careful study, they learned that the alcohol is made from blue agave, which grows in Mexico, and that the best fruit grows in the Jalisco region. The entrepreneurs then bought a small industrial site near Guadalajara and began importing tequila into Europe. The first batch appeared in Germany in 1982.
What is Sierra Tequila?
Sierra Tequila is a brand of Mexican tequila produced by the German company Borco-Marken-Import Matthiesen GmbH & Co. The brand’s management is based in Hamburg. The production sites are located near Guadalajara. The Matthiesen dynasty owns the brand.
Unlike other types of this alcoholic beverage, Sierra Tequila is distilled not from roasted agave cones but from raw, unprocessed cones. The Germans made this decision after a trial batch. The alcohol turned out very original, but strong and interesting. The main technological focus is harvesting ripe fruit at the peak of juice extraction from the pulp.
The brand name comes from the place where the raw material for tequila grows: blue agave grows at a height of 1.5 km above sea level on the fertile volcanic soil of the Sierra Madre highlands. And the distillery itself is called Destilerías Sierra Unidas. Bottles of the signature tequila stand out from the rest with unique sombrero-shaped caps that reflect authentic culture.
On some labels, a Mexican wide-brimmed hat emphasizes the alcohol’s true origin. It’s a calling card for the German brand, reflected in the brand identity. But not only that: the sombrero also has a practical value. The high edges form a groove deep enough to pour salt into it and dip the edges of the inverted glass before filling it with tequila. After all, that’s how it’s traditionally drunk. At any rate, one version of the logo features a red wide-brimmed hat tilted slightly.
The main logo uses the liquor brand’s name in an Old English style. The letters in the word “Sierra” are large, bold, decorated with figurative elements and miniature sharp serifs. They resemble the thorns of the blue agave, the plant from whose fruit tequila is distilled. The second part of the brand name is set in a classic font with no typographical embellishment. All signs are flat and smooth, with spike-like serifs similar to those in the first word.
The upper inscription is also in antiqua but in small characters. Between “Jalisco” and “Mexico” is a small icon featuring a monochrome agave. The plant is in a vertical oval with a double border, resembling a medallion. Shadow strokes to the right and bottom of each sign in the center word give it a 3D look.
Font and Colors
For the text in the Sierra Tequila emblem, the designers chose aAntiqua a smooth font with miniature thorns on the ends of the stems. They resemble the thorns that run along the edges of the blue agave’s leaves, which are distilled into alcohol and then aged in oak barrels.
The logo’s palette is understated: there are no flashy elements, just black-and-white monochrome. The exception is the red sombrero used on some tequila labels.