Pentagram designed the identity for MillerCoors, the joint venture between brewing giants SABMiller and Molson Coors for the U.S. market. 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 is most used for business-to-business communications, and largely invisible to typical consumers. The familiar cursive logos of the two brewing companies remain unchanged. The 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.
