The New York arm of creative agency JKR has unveiled a new visual identity for Budweiser. As part of a global rebrand, JKR has maintained the signature red bow tie of Budweiser’s 140 year old brand but has removed gold elements to create something more two dimensional.
Looking to communicate the brand’s values, the agency has produced two bespoke typefaces for Budweiser’s fresh identity. Bud Bold, is inspired by industrial lettering featured on the original brewery, and Bud Crafted, is a slab serif font that takes its lead from the 1960s Budweiser wordmark. Both have been created to represent “confidence and quality,” said JKR New York’s creative director Tosh Hall when speaking to Design Week.
Tosh stated that the new identity and simplified bow tie symbol has been designed to “unite” Budweiser’s packaging design across the globe.
Following its previous rebrand for the beer company in 2011, JKR’s latest identity for Budweiser is defined by 14 examples of unique typography that were hand-drawn before being digitised and a logotype based on a “timeless” reincarnation of the original 1860 script.