St. George Beer’s New Logo

New St. George Beer logo (Source:

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.

Current St.George bottle with previous logo. (Source:

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.

What changed?

  1. The illustration was retouched a little — softer with less lines.
  2. Elegant Amharic font changed to a handwritten, free type.
  3. Curved orientations made into horizontal.

My Thoughts

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.




Graphic designer based in Addis Ababa, Ethiopia

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Saying I Do With A Dating App Like Tinder

Money Tracking Through Venmo — Small UI/UX Case Study

How to Distinguish Between Consumer SaaS Products or Enterprise SaaS Products

There’s a Crack in the Pavement

E Mini II

Making Methods Matter

Surface Book 2 Review for Digital Artists & Traveling Gamers

How a mobile app could empower yoga instructors to teach as much as they like, on their own…

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Addismiraph Abebe

Addismiraph Abebe

Graphic designer based in Addis Ababa, Ethiopia

More from Medium

Will Holograms Ever Be Real?

An Immersive culinary experience with Virtual Reality

BorderLight International Theatre + Fringe Festival returns to Cleveland

The Hard Work of a 14-Year-Old World Champion Inspires Fellow Martial Artists Across the Globe