Consultancy BrandOpus has designed a new logo for Carling, with the aim of giving the lager brand a “simpler” identity.
The new branding sees Carling’s slanted logotype swapped out for a straight one, alongside the use of a new typeface and the addition of a slanted black label on top. This is a reference to Carling Black Label, the original name for the brand’s lager when it was first introduced in the UK in the 1950s.
The red underline beneath the logotype has also been removed, as have the slanted lines crossing through the logo. The colour red has now been incorporated into the corner of the black label.
The lion crest has been removed from the main logo lock-up, and has been given less precedence on packaging.
The slanted split colour effect on packaging has been kept, but brighter colours have been incorporated for imagery and words used on beer cans and bottles.
It will be rolling out across the whole Carling range, including Original Lager, Cider, Citrus Twist and Premier, with the aim of making the range more “consistent”, according to BrandOpus CEO Nir Wegrzyn.
The new design aims to be more “modern and striking” than the last one according to the company, but also aims to be “recognisable” as Carling, adds Wegrzyn.
Carling was last rebranded by consultancy Echo in 2011. The new brand will start appearing on shelf and behind bars from March 2017.
Carling is owned by Molson Coors Brewing Company, and was founded in Ontario, Canada in 1818, then was first sold in the UK in 1952.