Smirnoff Logo

Smirnoff LogoSmirnoff Logo PNG

The Smirnoff logo reflects the premium quality and majesty of the double-headed eagle. The drink’s strong taste and purity are visible in tones and symbols thanks to a special filtration system. The emblem belongs to one of the most sought-after and well-known brands.

Smirnoff: Brand overview

In 1864, the Russian entrepreneur Pyotr Smirnov opened a distillery and began producing alcohol under an individual brand name. He was the first to use charcoal filters for vodka production (in 1870) and was the first to run newspaper ads, covering two-thirds of the Moscow consumer market by 1886. Pyotr Smirnov’s vodka gained popularity among Moscow’s nobility for its exceptional quality and innovative purification methods. In the 1870s, he was awarded the title of supplier to the imperial court, significantly boosting the brand’s reputation and production.

After the businessman died in 1898, his company passed to his son Vladimir. Under him, it flourished, producing over 4 million cases of vodka each year. Vladimir himself developed one of the liquor recipes, and by the early 20th century, its vodka was sold in over 100 countries. However, in 1904, the Russian tsar nationalized the alcohol industry, so Smirnov sold the factory and the trademark. 1917, the Bolsheviks nationalized production, forcing the entire family to flee Russia. They first moved to Constantinople (modern Istanbul), Turkey, where they founded a new company.

In 1920, Vladimir set up a small distillery in Istanbul, but political instability led him to relocate to Europe. Four years later, in 1923, he re-launched vodka production in Lviv, then part of Poland, and began selling it under the Smirnoff name. Despite his efforts, the product did not sell as well in Europe as in Russia. In 1933, Vladimir sold his rights to produce and sell his alcohol to the Russian emigrant Rudolf Kunnett, whose family had previously supplied grain. Kunnett set up a distillery in Bethel, Connecticut, but his business in North America did not take off.

Eventually, Kunnett connected with John Martin, the head of the Heublein company. In 1939, Martin bought the rights to the Smirnoff trademark. At first, the board of directors doubted the investment, as vodka was virtually unknown in the U.S., where whiskey dominated. However, Martin cleverly marketed Smirnoff vodka as white “whiskey” – purified, filtered, odorless, and tasteless – which resonated with American consumers. Sales began to rise significantly, especially in the 1940s when vodka was promoted as a cocktail base. The Moscow Mule campaign, in particular, proved extremely successful in boosting its popularity.

Later (in 1982), the Heublein company was bought by RJ Reynolds Tobacco and sold the alcohol division to Grand Metropolitan five years later. In 1997, Grand Metropolitan merged with Guinness to form Diageo Corporation. During this time, the brand introduced new flavored vodkas under the Smirnoff Twist line, appealing to a broader audience. In the 2000s, Smirnoff Ice, a ready-to-drink cocktail line, became popular among younger consumers.

In the 1990s, one of Pyotr Smirnov’s descendants launched Smirnoff vodka in Russia, claiming it was the “only correct” vodka. However, the real Smirnoff company took legal action and fully reclaimed the trademark.

By the 2020s, the company had diversified its portfolio of alcoholic beverages, introducing new flavors and formats and expanding its range of ready-to-drink options. The brand’s innovation and global expansion solidified its position as a leading name in the alcohol industry, carrying forward Pyotr Smirnov’s original commitment to quality and innovation.

Meaning and History

Smirnoff Logo History

What is Smirnoff?

Smirnoff is a British vodka brand owned by Diageo. It appeared in 1864 and was founded in Moscow (Russia) by the entrepreneur Pyotr Arsenievich Smirnov. After the October Revolution, his son Vladimir emigrated abroad, where he opened a new vodka distillery, first in the Turkish city of Istanbul, then in the French capital Paris. Still, he failed to establish a large-scale production, so he sold the brand.

1860 – 1940

Smirnoff Logo 1860

The debut logo had a lot of small details, so it wasn’t easy to see. It had a white shield with double edging and gold lines. On top, it had a royal mantle of deep red, which hung loosely to the middle of the sign. There were also four personal coats of arms and a large golden crown. In the center were the names of the vodka and its manufacturer.

1940 – 1978

Smirnoff Logo 1940

After a series of transitions from owner to owner, the vodka company and its products had a minimalist logo. Designers removed the coat of arms, mantle, and crown, retaining only the arched lettering with the updated brand name. The word ‘Smirnoff’ was upgraded: the white letters got a black shadow in thin lines on the right side. Thanks to them, the inscription looked imposing and respectable. The background for it was a red canvas with a wide golden border.

1978 – 2003

Smirnoff Logo 1978

In 1978, the visual concept of the vodka brand was changed. The most important innovation of that time was the double-headed eagle with the attributes of the monarchy. The scepter and orb were in his paws, and the crown was above his head. The feathered predator symbolized the Russian empire and embodied the company’s historical roots, which originated in czarist Russia. The red arch was turned into a ribbon with diagonally cut ends and a double white border. The inscription has lost its angularity – it has become smooth and graceful.

2003 – 2015

Smirnoff Logo 2003

To reflect the high strength of Smirnoff vodka, the designers redid the logo, adding sharp angles and straight lines to it. As a result, a stylized double-headed eagle with barely recognizable outlines appeared. He has a distinctive head, crown, wings, and tails. Small details are completely removed. The developers corrected the cross ribbon and inscription by adding a red gradient and light highlights. They repainted the trim in silver, keeping only the name of the vodka white. The sharp features of the background eagle perfectly harmonize with the smooth lines of the letters.

2015 – today

Smirnoff Logo

The Smirnoff logo embodies the brand’s long history, dating back to the 19th century. Its current version, designed by Rob Clarke from Design Bridge, reflects modernity while remaining true to its traditions.

The brand name “Smirnoff” is rendered in white letters on a bright red background to draw attention and create contrast. The font features clean and bold lines, with each letter appearing precise and structured, emphasizing the brand’s confidence and reliability. The lettering is slightly curved, visually distinguishing the logo and preserving elements of the brand’s historical legacy, reminiscent of the original bottle labels produced during the Russian Empire.

The red background symbolizes energy and passion, while the white text represents purity and transparency, directly associating with the quality of Smirnoff vodka.

The founder’s name became the foundation of a brand that, decades later, has become one of the leaders in the global vodka market. It reflects a rich heritage and the ability to adapt to modern demands, remaining relevant to different generations of consumers.

Smirnoff Citrus Logo

Smirnoff Citrus Logo

Smirnoff Citrus is a vodka infused with natural citrus flavors. Its refined taste, with vibrant notes of lemon and lime, makes it an excellent choice for cocktails or enjoying neat over ice. Thanks to triple distillation, the drink has a smooth and refreshing finish. It is also gluten-free, making it accessible to a wide audience. Smirnoff stands out for its quality, which reflects the brand’s heritage.

The Smirnoff logo is designed in bright yellow, highlighting the freshness and juiciness of the Citrus line. The center of the label features the signature emblem with a crown, symbolizing the brand’s premium status. The white background and vibrant images of lemons complement the overall design, giving the label a light and modern feel.

The Smirnoff Citrus label’s color palette consists of light, fresh tones. The primary focus is bright yellow, which evokes citrus fruits’ juiciness and invigorating freshness. The logo and signature reinforce the company’s authenticity and rich history.

Font and Colors

Smirnoff Emblem

Over the years, the Smirnoff trademark logo has been improved and made maximally close to the subject of imperial Russia. It acquired new features – confident, austere, and noble from hand to hand. Particularly important was the appearance of the double-headed monarchic eagle with the tsarist attributes, which brought the vodka closer to its historical heritage. It made the spirit understandable for foreign consumers and emphasized its highest status in the alcoholic product market.

The logo inscription uses an individual design font based on the Humanist grotesque. Despite its long history, it still looks modern and elegant, demonstrating the softness of vodka in the background to a high degree. The letters’ smooth lines and the sharp angles of the double-headed eagle speak of this.

Now, the Smirnoff signature palette consists of deep red and silver. Red symbolizes the brand’s historical roots, strength, and experience of fighting for worldwide recognition. Silver reflects the crystal-frosty purity of the alcoholic beverage. However, depending on the vodka line, the company uses a different label palette. In the early versions of the emblem, burgundy and gold were the dominant colors.