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New Logo and Identity for Ricard by Yorgo&Co
 

before

after

Introduced in 1932, Ricard is a pastis — an anise and licorice-flavored aperitif — originally conceived by Paul Ricard, a student of fine arts, 23 years old at the time. Today, Ricard is the number one best-seller in the French spirits sector and the best-selling anise-based spirit in the world, selling more than 40 million liters annually. Ricard is a brand of Pernod Ricard, a global spirits and wine company that also owns brands like Absolute, Chivas Regal, Martell, and Pastis 51 (the second best-selling pastis originally produced by Pernod). Last year, Ricard introduced a new identity — but not a new bottle (yet) — designed by Paris, France-based Yorgo&Co.

Redesigning a legendary french brand was a delicate task. We revived their historical typefaces, and Yorgo drew a R made of sun rays. A new logo to drink (responsibly) this summer.

Yorgo&Co project page

New identity presentation video.
More than 84 years after its creation, Ricard draws on its roots to reinterpret its logo with a simple and modern style. This new logo is accompanied by a solar sign that echoes the origins of the brand, born under the sign of the sun in Marseille in 1932.

Ricard press release

New Logo and Identity for Ricard by Yorgo&Co
Logo.
New Logo and Identity for Ricard by Yorgo&Co
Icon animation.

I had posted the logo redesign a year ago but it didn’t get much traction and there wasn’t a lot of information or imagery available. Given the popularity of the brand and the additional imagery, I figured a proper follow-up was in order.

The old logo — which, unfortunately will remain in the market for the foreseeable future on the packaging of the primary product, and create some confusion — was decent. Its half-there, half-not-there slabs were quirky in both good and bad ways, making it unique but also kind of weird. Its holding shape was fine but a little old-fashioned, which made sense since, this is an old-fashioned brand. The new logo attempts to change that and, even though it’s drawn from the brand’s vintage posters, introduces a more contemporary vibe with a bold, extended wordmark. The sun motif has been cut in half and modified slightly to yield an “R” shape, which is kind of interesting but I wonder if it’s too subtle.

New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
Custom type family.

The identity also brings back to life type treatments from the past through a large type family of extended and condensed sans serifs with a matching shadow version for each width and a complementary script. On their own they are nice enough but when they come together in the posters (towards the end of the post) they are quite great, creating a nostalgic yet contemporary aesthetic that’s very pleasing.

New Logo and Identity for Ricard by Yorgo&Co
Bottoms up.
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
Serving items.

For now, the main use of the new identity is in the carafes, glasses, trays, buckets, pitchers, and other serving accoutrements the pastis-lover might enjoy. All the products have a fun, summery vibe. The circular variation of the logo in the tray above is a nice twist too.

New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
Sign.
New Logo and Identity for Ricard by Yorgo&Co
Hut.
New Logo and Identity for Ricard by Yorgo&Co
Bucket.
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
Apparel.
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
Livery.
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
New Logo and Identity for Ricard by Yorgo&Co
Typography in action.
New Logo and Identity for Ricard by Yorgo&Co
Lightbulb holder thing.

Some of the other applications are great too, particularly the posters that mix and match the typefaces in fun arrangements and are limited to the yellow-blue-white color palette, which extends quite well to the apparel — I could see that sweatshirt picking up some steam as a trendy piece of clothing. It’s too bad that a new bottle wasn’t part of this launch because that would have made this transformation much more impactful. Overall, to me — someone that doesn’t drink the product and isn’t as familiar with its history or existing identity — this seems like a great evolution that takes the brand from a traditional-looking old spirit to something more youthful and engaging without going the full Let’s-Attract-Millennials approach.

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Logo Before & After
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