Molson Canadian, Now More Canadian

First brewed in 1959 Molson Canadian has never shied away from wearing its Canadian-ness on its sleeve. Whether it be the pseudo rabble-rousing “I am Canadian” ads of the late 1990s, the Molson Mega Keg (an overt play on Canada’s love of oversized monuments along the Trans-Canada Highway), or even the brand name itself. However Canadians have always had a bit of a love hate relationship with brands that speak so directly to the notion of being Canadian. So it’s no surprise that recent examples of Molson Canadian’s overt Canadiana often walk the line between patriotic and palatable by presenting Canadian symbols such as the maple leaf in its logo in a rather caricaturish manner; It’s as if the hyper exaggerated water-and-ice-drenched maple leaf and faux italic typography of Molson Canadian’s previous identity are quite tenuously saying “We’re absolutely, completely, and utterly Canadian (whatever that might mean).”

For this reason, Molson Canadian’s most recent identity refresh, spearheaded by New York-based Spring Design Partners and launched on Boxing Day, is both a return to form, and a rather refreshing step in the right direction. Gone is the cartoonish “leaf-sweat” (I probably found that about as difficult to write as you did to read), and faux italic wordmark; replaced by a bold and realistically rendered maple leafing rising from a gently sloped horizon, shining down on a crisp, clean, condensed Gothic typeface.

There’s a welcome feeling of honesty and authenticity to the identity that was sorely lacking in prior iterations, and yet Molson hasn’t walked away from the pastiche of Canadiana that makes up the core of its brand. While the campaign imagery, featuring Molson Canadian products sitting in super saturated vistas, makes no apologies for a wholly literal representation of the Canadian landscape, the logo treatment and typography in particular take subtle cues from Canadian souvenir decals and postcards of the 40s and 50s.

Short of re-issuing the iconic “Stubby Bottle” format, it’s hard to think of an identity that so thoroughly embraces its Canadian roots without slopping on the kitsch or caricature.

Thanks to Graphicology for the tip.

nashekrashe’s comment is:

I like the new leaf render, its more graphical and solid. The whole logo now is more steady too.

On Feb.05.2010 at 05:51 AM

Martin Boath’s comment is:

This is nice work. I’m not usually a fan of alternating colours in typography but the logo retains the look of the brand but done in an infinitely nicer way.

The label is clean and crisp – just the impression the beer would like to give one would imagine.

Good job.

On Feb.05.2010 at 06:23 AM

John McCollum’s comment is:

Huge improvement. Now the leaf is the centerpiece of the brand, not some weird add-on.

On Feb.05.2010 at 06:43 AM

Larry W’s comment is:

Really dig the new logo! It has a nice feel to it! It’s a bit art-deco retro but still modern.

Not sure about the label, only because of the use of the color white, but it does work and I’m just being picky.

Great job! :)

On Feb.05.2010 at 06:44 AM

PB’s comment is:

Nice job on the logo! Classic, but a bit boring design on the label. But seriously.. If I saw that tv spot I would never in my life buy the beer. It’s horrible and the voice over is even worse.

On Feb.05.2010 at 06:49 AM

Adam Bestwick’s comment is:

Pleasant enough update - the symmetry of the new brand has no doubt helped the aesthetics of the label.
The only thing I’m not keen on is the alternating colour for the text. Totally unnecessary in my opinion and visually distracting. The neck label is struggling to have purpose - and again, I feel the repetition of the leaf is not particularly needed. (*What can we put on the neck label? - hell, we need something… just put another small leaf on it…that’ll sort it*)

On Feb.05.2010 at 07:17 AM

ck’s comment is:

A very nice update, and a great example of how much attention to small details and layout matters. Both logos have the same basic elements, nothing more nothing less, but the new one is so much better.

On Feb.05.2010 at 07:20 AM

ScottyM’s comment is:

Nice! A bit of leaf overload, and don’t like the “dawn” the leaf sits on. But the type treatment is fantastic and more than makes up for any other error.

Would look great on a hockey jersey.

On Feb.05.2010 at 07:52 AM

Nick Irwin’s comment is:

I’m a sucker for well executed condensed type, I wish the could have rid the type of bouncing colors, looks too carnival-esque // overall improvement, and it’s working cause I’m thirsty now

On Feb.05.2010 at 08:09 AM

David G.’s comment is:

I always half loved the ‘I Am Canadian’ ads. The first half seems genuine and true, and then the second half goes off the rails into what you call ‘kitsch and carciature’. So I totally get what you’re saying…play it Canadian, but then make things silly to avoid offending anyone that might think it’s too “Canadian”. Half-cocked Canadian.

Love the new wordmark and rising sun maple leaf logo. Simple, clean and crisp. Eh.

On Feb.05.2010 at 08:14 AM

BK’s comment is:

I personally love this update for them, though I must admit there was one night recently where I’ve had more than a few Molson’s and looked at the leaf logo thinking it was one of the dancing fire / lighting bolt visions from Disney’s Fantasia. It almost looks as if it is facing you with its arms out ready to grab you. Maybe I should lay off the beer some.

On Feb.05.2010 at 08:20 AM

Chad Kaufman’s comment is:

On the Commercial: Epic

On Feb.05.2010 at 08:33 AM

Kosal Sen’s comment is:

The leaf wants to hug me.

On Feb.05.2010 at 09:14 AM

Eric’s comment is:

The formal composition feels regal and appropriate.

Echoing BK, they may have dropped the cartoonish leaf-sweat, but by truncating the new leaf, all I see is a fire monster coming at me with its arms up. Something from a Japanese movie.

Typography is much nicer.

On Feb.05.2010 at 09:25 AM

Ryan Paul’s comment is:

I’m not wild about the red and blue typography, but it’s a marked improvement from where they were. I prefer identities without all the bells and whistles – that’s what advertising is for. This update is dignified, straightforward, and most importantly, honest. They’re not trying to impress or be something they’re not. A simple, take-me-as-I-am solution.

On Feb.05.2010 at 09:25 AM

Erwin’s comment is:

Hahahaha, I just LOVE the commercial!! Are they serious?

It’s so… American! :D

On Feb.05.2010 at 09:39 AM

Erwin’s comment is:

Hahahaha, I just LOVE the commercial!! Are they serious?

It’s so… American! :D

On Feb.05.2010 at 09:49 AM

Adam Moffat’s comment is:

It’s Adam Moffat from Molson Coors here. Really appreciate the discussion and feedback on our recent brand rediscovery. Here’s some detail on our journey:

Our new look is the result of an “archeological” dig of sorts to get back to the brand’s core truth: that Molson Canadian is borne out of Canada’s abundant natural resources. As many of you point out, our new maple leaf is more natural looking and is meant to speak to the craftsmanship and the attention to detail we put into brewing Molson Canadian. This new leaf sits above a more confident & simplified version of our iconic red and blue word mark, and rises above a horizon line that represents Canada from coast to coast.

As far as our direction, we realize we’d gotten away from talking about what a fantastic beer Molson Canadian is, and our new design along with our new ads are the start of getting back to that.

Cheers

On Feb.05.2010 at 09:51 AM

Alistair J Morton’s comment is:

Molson Canadian - Made in NYC.

bad taste in my mouth.

On Feb.05.2010 at 10:08 AM

Alistair J Morton’s comment is:

Molson Canadian - Made in NYC.

bad taste in my mouth.

On Feb.05.2010 at 10:10 AM

john.q’s comment is:

i love the alternating colors of the type. it’s unique and has been part of the brand for so long, why get rid of it? the work looks great.

On Feb.05.2010 at 10:15 AM

Alistair J Morton’s comment is:

Molson Canadian - Made in NYC.

bad taste in my mouth.

On Feb.05.2010 at 10:16 AM

Angela’s comment is:

I like the new logo. Great restyling!
(imho)

On Feb.05.2010 at 10:32 AM

Alphonse’s comment is:

This is nice, but I agree with Alistair, and I’m not even a proud Canadian.

On Feb.05.2010 at 10:35 AM

Juliana’s comment is:

“Molson Canadian - Made in NYC.

bad taste in my mouth.”

AGREED!

but it looks good.

but still.

On Feb.05.2010 at 10:57 AM

Steve Rose’s comment is:

I’ve never seen a leaf that looks like that. It’s sort of craggy. Maybe it’s supposed to look like an overhead shot of the Rocky Mountains?

On Feb.05.2010 at 11:31 AM

aaron’s comment is:

All this beer has going for it is it’s overly Canadian reputation. The only time people buy this stuff is when they go to a sports game (they don’t give bottles there). The problem I have with this new rebrand is that it’s lost all of it’s fun. When I think of Molson (and I’m a large part of their demo) I think of Hockey and “Song 2” by Blur (watch the older ads). Neither fits the tone of the rebrand. By changing into a toned down brand, I don’t see a place for it.

On Feb.05.2010 at 11:45 AM

aaron’s comment is:

All this beer has going for it is it’s overly Canadian reputation. The only time people buy this stuff is when they go to a sports game (they don’t give bottles there). The problem I have with this new rebrand is that it’s lost all of it’s fun. When I think of Molson (and I’m a large part of their demo) I think of Hockey and “Song 2” by Blur (watch the older ads). Neither fits the tone of the rebrand. By changing into a toned down brand, I don’t see a place for it.

On Feb.05.2010 at 12:44 PM

Spencer Cross’s comment is:

Love, love, love this color palette.

On Feb.05.2010 at 12:51 PM

fernando melo’s comment is:

I don´t like the logo.

But the Restyling looks very good.

Is a good logo? Is nice, have a strong color…
Is a good beer logo? No way. Is not a “seal” (like Sol or SKOL Beers); is not a ribbon/belt (like Heineken or Stella Artois). The guys can say “the taste is not like them, is better!” but i dont see a opened picture, without frames or something making the function of close and hold the brand strong in the eyes/mind… for me dont bring the memory of friendship, meetings, happy-hours that is the biggest motivation for drink beer (not in the Canada?).

And finally… to me this leaf say “our beer is made not with lupulus, but with Marple” lol

On Feb.05.2010 at 12:59 PM

Moeed Mohammad’s comment is:

They should have used Clarendon, from Canada Type.

On Feb.05.2010 at 01:25 PM

Ronlewhorn’s comment is:

ahhh… hell yes. bravo spring. thank you.

On Feb.05.2010 at 01:38 PM

Paige’s comment is:

Interesting conversation on Twitter earlier today around the refresh of the Molson Canadian logo. Not so much regarding the design itself so much as the fact that the design was done by New York-based Spring Design Partners.

Molson Canadian is a 51-year old Canadian brand, with an award winning late ‘90s campaign centred on the theme “I am Canadian”. Canadians-at-large, whether beer-drinkers or not, identified with the campaign and still recognize it years after it was in market.

“There’s a welcome feeling of honesty and authenticity to the identity that was sorely lacking in prior iterations, and yet Molson hasn’t walked away from the pastiche of Canadiana that makes up the core of its brand.” An interesting comment given that the new identity itself is not Canadian.

There were points for, against, and indifferent to the design being created by a US firm, including the point that “we” don’t like “US protectionism,” so shouldn’t argue for “Canadian protectionism”. A valid point, but I wonder if the argument that we should have a sense of patriotism towards a brand such as Molson Canadian is equally as valid.

Adam Moffat, Director of External Communications at Molson Coors Canada, was kind enough to reply to my original comment on Twitter, stating that “Molson CDN did a wide search for designers (CAN & US) & Spring had the best expression of CDN identity.” I asked for rationale on the decision to even go outside of Canada for the design competition. I am awaiting his reply.

I like the refresh. It’s sharp and clean. Sadly, though, this Canadian icon - now made in New York - doesn’t feel so Canadian anymore.

Is it a slap in the face to the Canadian design community that we do not have the perceived talent to articulate the best expression of this brand?

Discuss here if you’d like: http://bit.ly/9qzBTC

On Feb.05.2010 at 02:28 PM

Jon Aston’s comment is:

It’s really too bad that - with all that Canadian pride stuff you folks pump into the commercials - you couldn’t find a Canadian design firm for the re-do. Just sayin’.

On Feb.05.2010 at 10:19 PM

D I X O N ’s comment is:

Being Canadian, I wouldn’t have picked out anything terribly wrong with the BEFORE logo. But now that I see the redesign I can appreciate the clean lines and return to good form of the logo. It’s crisp and certainly Canadian. I love it. Well done.

On Feb.05.2010 at 10:28 PM

Jim’s comment is:

I drink Molson. Love Canadian beer. It does not bother me that an American firm designed the identity, just as it does not bother me that a London firm designed the current Super Bowl logo.

I think this new treatment is much better than the previous one. This one focuses on the maple leaf rising from the horizon, whereas the previous version just dropped the leaf in between some letters where there was space.

I don’t know how long Molson has used the alternating blue-red-blue letters. Maybe it’s a way of uniting the French and English speaking parts of the country. Most of the provinces use either red or blue (or both) in their flags, so it’s not like there’s an anti-Canadian theme with blue.

This feels much more coherent than the previous version, even if my little essay is not. ;)

On Feb.06.2010 at 01:20 AM

brownstone’s comment is:

@Jim

As long as I remember, Molson has used the alternating red/blue lettering on a white label. Since the brew debuted in 1959, I assume these colours were taken from the then Canadian red ensign flag… red, white and blue. The current flag (red/white) was introduced in 1965.

On Feb.06.2010 at 04:23 AM

Mike’s comment is:

A superior reinterpretation.

On Feb.06.2010 at 04:09 PM

Aaron Smith’s comment is:

Clean and crisp. Great solution.

On Feb.06.2010 at 04:28 PM

Glenn Sakamoto’s comment is:

Scary leaf monster coming to get ya!

On Feb.06.2010 at 08:34 PM

Andrew C.’s comment is:

I dislike the semi-circle at the bottom of the leaf distorting the leaf shape altogether. I do, however, absolutely love the definition added to the leaf itself. The nooks and crannies add a really great texture. The condensed Gotham seems to support the old brand mentality somehow more than the sporty italics of the old one. I don’t know why… Gotham being the “it” font right now and all. Just does.

I saw this logo on marketing materials this past Friday (being Canadian this logo is everywhere you can get a pint). Didn’t hold up nearly as well when it wasn’t stacked over top the name. Looked awkward in that layout. Looked great on the bottles.

I’m torn!

On Feb.06.2010 at 09:49 PM

Gareth Coxon - Dot Design’s comment is:

A well balanced logo, works well with an reference back to heritage
Only thing I’m unsure of is why they are using the alternating red within the typography, overall nice execution though.

On Feb.07.2010 at 12:47 PM

Gerard Whelan’s comment is:

Hmmmm no sorry totally disagree I find this tedious and boring in the extreme, there must be better, more imaginative ways of working with the same elements (leaf, colour and typography) in a way that does not look like a label from a cheap bottle of Maple syrup. It’s neither Kitsch nor classic. It’s just bland!

On Feb.07.2010 at 01:01 PM

Ben Hagon’s comment is:

Three points:

• Toronto alone has the fourth largest concentration of designers in North America, without mentioning Montréal, Vancouver, Calgary, Edmonton, and many other smaller creative communities (including my own; Kitchener, Ontario), so why would Molson choose to get their work done, especially on their iconic “CANADIAN” brand, outside of Canada? Seems ridiculous to me.

• Second, CANADIAN, is a weak, bland lager. If you come to Canada, make sure you try some of our wonderful, full flavoured micro and craft brews.

• Logo itself is fine. Definitely an improvement, but personally, I prefer a less photo-realistic approach to symbol creation.

On Feb.07.2010 at 08:47 PM

phanyxx’s comment is:

What a fantastic redesign! (though, like previous commentors, I agree that contracting a Canadian firm would have been the respectable choice)

On a side note: “Gone is the cartoonish “leaf-sweat” (I probably found that about as difficult to write as you did to read)”

On Feb.08.2010 at 03:24 AM

Baseline Shift’s comment is:

Agree with Adam Bestwick on this one, the alternating colour of the letters is annoying and the neck label just plain boring. I would like to see what the Molson and Canadian wording looked like in the shadow colour from the leaf.

On Feb.08.2010 at 03:28 AM

Estel’s comment is:

Mm I might be wrong, but the first 12 seconds of the Video remind me of the Corona Ads http://www.youtube.com/watch?v=tUK8CGOi1Mg

On Feb.08.2010 at 09:56 AM

Alphonse’s comment is:

@ Paige

I absolutely hate the beer, and am far from a patriotic Canadian.

My issue is that Canada has long been dominated by the U.S. Their culture and history are crammed down our throats, when the average American actually thinks Canada is covered in snow all year round.

The fact that they even looked outside of Canada is enough to be outraged by. I wonder what all the firms that had to shut down recently would think.

On Feb.08.2010 at 10:27 AM

Nunnsey’s comment is:

I like the new logo a lot.

But the brand, specifically the commercial feels like a bunch of bullshit, I thought this since I first saw it on TV.

The commercial really doesn’t show any major Canadian landmarks. Just a bunch of rivers/mountains/lakes that could be anywhere in North America really. The dude talking gives me a douchebaggy American Hollywood vibe. Whole thing annoys the crap out of me.

Nice logo though.

—

Wow just read above that it was created by a New York firm. And that’s why this brand is awful.

On Feb.08.2010 at 12:35 PM

Cam Hoff’s comment is:

being Canadian myself, I think the worst part of this is that it was done by a NY based firm….how is that Canadian?

But really who cares, this is one of the worst beers in Canada.

On Feb.08.2010 at 01:17 PM

San Antonio Employment Lawyers’s comment is:

Great rebrand, enjoy the new copy, and think that it works better in application.

On Feb.08.2010 at 01:32 PM

Johnny Griswold’s comment is:

I really like the new logo in the before/after image. However, on the bottle, the shadows of the leaf look a little too black-ish for me. Makes the maple leaf look a little dirty. Could be just that image. I’d have to see (and drink) a bottle in person for my final judgment.

On Feb.08.2010 at 02:14 PM

MSGDS’s comment is:

I like the update, but couple of things that bother me is the maple leaf, a little too big, and the red lettering should be closer to the red used in the leaf.

On Feb.08.2010 at 03:17 PM

Elneff’s comment is:

The re-branding is well done and clear. However, I find myself lacking a bit of personality or edge. I think Adam Moffat nailed it pretty well when he said that it was “the result of an ‘archeological’ dig of sorts”.

I see plenty of benefits in basing you visual identity on nostalgia. However, Molson is a contemporary brand anno 2010, and I would have liked to see them tap into this. It could have been done on combination with their heritage, but it’s a shame to see a good brand fall back on what they used to be - rather than where they are heading.

On Feb.09.2010 at 01:04 AM

Adam Moffat’s comment is:

Appreciate all the commentary here about our new design. Check out a sneak peek of new spot to debut this Friday during Olympic Opening Ceremonies - Made From Canada

http://tinyurl.com/yckt7um

On Feb.09.2010 at 08:30 PM

Full Beard’s comment is:

I think the symmetry of the new logo is the biggest improvement over its predecessor. Really like the muted red and blue that have been chosen for the lettering and the I love the condensed serif they’ve used. I think these three elements come together to create an ageless looking logo.

On Feb.10.2010 at 09:25 AM

Full Beard’s comment is:

Whoops, that should be Sans Serif!

On Feb.10.2010 at 09:30 AM

Todd Falkowsky’s comment is:

Fantastic piece!

On Feb.10.2010 at 10:53 AM

Michael Demi’s comment is:

Molson Canada merged with Coors five years ago. So should the name of the beer be changed too because it misrepresents the true ownership of the brand? And yes the logo was done in NY, I’m just not sure how this really speaks to the quality of the design…

I personally have no issues with the redesign of the lable and where it was done, as there’s nothing drastic just a few tweaks without any visible benefit the existing brand (will non-designers even notice these changes). Execution is great, however the originality of it is very questionable.

Where I do have an issue is with the brand messaging in the ad for the product. I’m not sure who Molson is trying to reach with the ad? It looks like tourism Ontario ad with a tap of beer at the end.

If the previous campaigns helped the identity confused Canadians come together with a pint of beer, we are now promoted as a country which is filled with awesomeness and a mediocre beer.

On Feb.10.2010 at 11:59 AM

qwertyale’s comment is:

right redesign.
nothing spetacular.
canadian graphic design students could do it.

On Feb.11.2010 at 10:12 AM

Dirk’s comment is:

Wow, a maple leaf. These Canadians are SO original.

On Feb.13.2010 at 10:34 PM