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“Pentagram has designed the identity for MillerCoors, the new joint venture between brewing giants SABMiller and Molson Coors for the U.S. market. Officially launching today, the combined operation includes eight major U.S. breweries and over 30 brands including Coors, Coors Light, Miller Genuine Draft, Miller High Life, Miller Lite, Molson Canadian, Foster’s, Grolsch, Peroni, Pilsner Urquell, Killian’s Irish Red and Olde English.

The joint venture will be most used for business-to-business communications, and largely invisible to typical consumers. The familiar cursive logos of the two brewing companies will be unchanged. “The leadership at MillerCoors was positive about two things,” said Michael Bierut, who led the design effort. “One was that the value of the company is all about the power of the consumer brands. And the second is that no matter what happens in the future, the new company is going to remain focused on one thing: making beer.”

The new MillerCoors symbol, based on a view of a glass of beer from above, is at once neutral enough to combine with the rich heritage of the existing brands, forward-looking, and unequivocally about beer.

Project team: Michael Bierut, Katie Repine, Ben King. Logo animation by Favorite Color.”

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