CANADA – Molson Coors Beverage Company has unveiled its new corporate identity, which the brewer describes as a modern and contemporary look designed to balance the heritage of the Molson and Coors names.

According to the Canadian beverage firm, the new corporate logo and identity also signals that the company’s future will extend beyond the beer aisle. The rebranding was launched across all the company’s digital platforms.

The move is part of the company’s corporate restructuring and revitalization plan that included the consolidation of business units and the reorganization of its North American office locations.

This saw the company officially change its name to Molson Coors Beverage Company on January 1, 2020.

Commenting on the new corporate logo and identity, CEO Gavin Hattersley said: “Our logo is a celebration of the new look and direction of Molson Coors Beverage Company.

“Designed to give equal prominence to both Molson and Coors, the new logo also pays homage to the company’s former U.S. unit, MillerCoors, by carrying over an evolved pint glass.”

Markedly, the rebranding includes the name “Beverage Company,” which the firm says is an important distinction that “speaks volumes about who we are and what is possible for our business.”

“[The new corporate logo and identity] is a signal to our employees, our customers, investors and others that we are serious about growing beyond beer,” Hattersley says.

“We will continue to compete and win on the foundation of our great beers, but the reality is our future will expand beyond that,” he adds.

The logo features a new, modern color palette featuring orange and two shades of blue aims to convey a bright and optimistic future for the company, while gold is a nod to its nearly 250-year foundation and heritage in beer.

“Modern brands are simple and use color and font to help convey the right emotions,” says Sofia Colucci, Molson Coors’ vice president of North American innovations, who helped lead development of the new logo and identity.

“We wanted to strike the right balance of conveying our heritage in beer but also symbolizing a deliberate step into different beverages.”

With the introduction of a new identity, the company is phasing out its MillerCoors name in the U.S., a move intended to “unify our people around the world and signify that we have one future together,” Hattersley says.