Short story: Is St. George Beer launching a new line for kids? Bring back the original logotype.
St. George for me…
I usually refrain from critiquing design work because I don’t usually see the ‘why’ behind it. So I don’t have all the facts but I’m here to share what I see.
St. George has been around since 1922. It gives me a sense of pride when I think about it. It’s a strong brand. I loved the original logo and the beer label (it still features the original logo) — the Amharic logotype is so respectable.
I was in a taxi from 4 Kilo to Bole when I saw this new logo on a billboard. I couldn’t believe my eyes — I felt betrayed, confused and robbed — as if something was taken from me.
- The illustration was retouched a little — softer with less lines.
- Elegant Amharic font changed to a handwritten, free type.
- Curved orientations made into horizontal.
Logos have to evolve with time. I’m okay with the illustration. Making the horizontal orientation is a great step in this evolution. The font used, however, does not preserve heritage. The comic sans-ish type has a childish feeling — hard to take seriously.
I can see the company is trying to reach a younger audience. There has got to be a better way.
St. George, come back, you’re losing your voice.
Rebrands are very challenging and even the best get it wrong sometimes. I think the Amharic logotype from the original logo should come back.
Designers, strategists and other passionate people: What did you think? Go write your thoughts below👇🏾
Disclaimer: I don’t drink. But I see brands and what they’re saying.