Wild Turkey Logo PNG
The Wild Turkey logo is connected with American bourbon-making traditions. It conveys the brand’s character, history, maturity, and reliability without unnecessary detail.
Wild Turkey traces its roots to 1855, when Austin, Nichols & Co. began as a New York wholesaler, and to 1869, when Irish brothers James and John Ripy established a distillery near Lawrenceburg, Kentucky. Their bourbon represented Kentucky at the 1893 Chicago World’s Fair and won against roughly 400 competitors. During Prohibition, the family kept limited production alive under a medical license.
The name emerged in 1940 after Austin Nichols’ executive Thomas McCarthy took samples of Ripy bourbon on a wild turkey hunt. His friends later asked him to bring the same bourbon again, and Wild Turkey 101 reached the market in 1942 at 101 proof. The Ripy family sold the distillery in 1949, while Austin Nichols continued sourcing bourbon for the brand until it bought the plant in 1971 and renamed it Wild Turkey Distillery.
Jimmy Russell joined the operation in 1954 at age 18 and became master distiller in 1967. His era brought a honey bourbon liqueur in 1976, later renamed American Honey; Rare Breed in 1991; and Kentucky Spirit in 1995. Pernod Ricard acquired Wild Turkey in 1980, while Jimmy’s son Eddie Russell joined the distillery in 1981.
Campari Group bought the brand in 2009 for more than $575 million and invested about $100 million in a new distillery, opened in 2011. Bottling returned to Lawrenceburg in 2013, followed by a visitor center in 2014. Eddie became master distiller in 2015 alongside Jimmy. Matthew McConaughey joined as creative director in 2016 and later developed Longbranch with Eddie Russell.
Meaning and History
What is Wild Turkey?
A classic strong bourbon produced for many years in Kentucky. The whiskey is known for its high alcohol content and distinctively spicy flavor. Its recipe features a high rye content, and the bourbon ages in specially charred oak barrels. The standard strength is 40.5%, with a higher-strength version at 50.5% alcohol. It is packaged in a recognizable container with a turkey label, symbolizing reliability and uncompromising quality.
1940 – 2016
Wild Turkey’s early visual development was closely tied to the search for a form that reflected the traditions of American whiskey. The first versions of the logo were designed in the spirit of classic U.S. alcohol brands, conveying a sense of handcrafted production.
The name was presented in a serif font, such as Clarendon or Bookman Old Style. It conveyed the strength of the brand’s historical image and its connection to 19th-century culture. The color palette featured brown and gold tones. These shades matched the color of aged whiskey, evoking warmth and rich flavor.
The primary symbol was a wild turkey. The bird was depicted realistically, with detailed feather textures and natural tones. The image explained the origin of the name. Kentucky hunters, having tried Austin Nichols whiskey while hunting, began calling the drink “Wild Turkey.”
The bird stood on the ground, its red and golden tones evoking autumn and the region’s hunting landscapes. The illustration’s detailed style highlighted the artisanal nature of production and the brand’s focus on the premium segment.
The logo established a visual connection among the name’s origin, hunting traditions, and the history of American whiskey, shaping the brand’s image.
2016 – today
The 2016 update to the Wild Turkey logo marked a step toward simplifying the visual identity and abandoning decorative elements. The brand opted for a restrained style, emphasizing clean lines and a clear, structured design.
The name was presented in a serif font similar to the Sentinel and Clarendon families. The classic typography conveyed a solid image and respect for the brand’s historical heritage. The proportions of the letters were balanced, and the density created an impression of reliability and strength, corresponding to the character of Wild Turkey whiskey.
The turkey was retained as the main symbol. Its image was rendered in thin red lines. The form remained recognizable but with a modern style. The bird’s appearance stayed realistic, maintaining the connection to the original image and emphasizing the continuity of the brand’s visual tradition.
The color system combined black and red. The dark color expressed the brand’s stability and classic foundation, while red emphasized its temperament and strength.
The redesign was aimed at an audience that views minimalism as a mark of modern taste, preserving the historical associations and visual continuity of Wild Turkey.
