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This is a very old entry — images are small, formatting is off.


The Beers’ New Emperors

Reviewed Nov. 24, 2010 by Armin

Industry / Corporate Tags /

Cuauhtémoc-Moctezuma Logo, Before and After

Established in 1890 with the launch of its first beer brand, Carta Blanca, Cuauhtémoc Moctezuma brewery is one of Mexico’s main breweries along with its competitor Grupo Modelo, makers of the famous Corona beer. Cuauhtémoc Moctezuma’s greatest hits include Tecate, Sol, Carta Blanca, and, probably the most well known in the U.S., Dos Equis (thank you most interesting man in the world). They also produce some of my favorite Mexican beers, Bohemia, Noche Buena, and Indio — as well as some undrinkable stuff like Coors Light and Tecate Light. To commemorate its 120th anniversary and its recent acquisition by Heineken International, Cuauhtémoc Moctezuma introduced a new logo.

Cervecer�a Cuauhtémoc-Moctezuma Logo

Named after two of the most important Aztec emperors, Cuauhtémoc and Moctezuma, the brewery’s logo naturally features profiles of both. The old one showed them as three-quarter profile portraits and was drenched in a beer-colored gradient — something that even at 6:00 in the morning makes me want to drink a beer. The new icon features the rulers in a straight profile and are much more stylized and abstract than the previous version. A relevant change as it’s a better reflection of the way they were portrayed in prehispanic drawings. Although they decided to add a number of bevels and shading, the shapes are easier to reproduce without all the details of the previous one. The red-white-and-green color combination is obviously a nod to the Mexican flag but to satisfy the corporate emperors, the colors are also those of Heineken. The typography is… interesting. You would expect a bad sans serif. So the script, while not my cup of tea, or pint of beer, is at least refreshingly different. The logo isn’t perfect, but it’s a good evolution.

Thanks to Ramiro Ruiz for first tip.



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