Amstel Logo

Amstel logoAmstel Logo PNG

Amstel is one of the famous beer brands from Netherlands, was founded in 1870 in Amsterdam, and was taken over by Heineken in 1968. The original Amstel brewing plant closed down in 1972, with production moving to the main Heineken plant at Zoeterwoude.

Meaning and history

Amstel Logo history

1870 – 2020

Amstel Logo 1870
The first logo, which they used for the longest time, was the same red-n-white circle as the following version, but with a few caveats.
There was more relief and texture. The colored parts had some lighting effects on them; the letters in ‘bier’ had some shading, as well; the golden frame around had more nuance. Its top held the Amstel coat of arms (a blue shield with a big letter ‘A’ and some lions), while the perimeter was inscribed with ‘Amstel beers’ in the top and ‘brewed fully with Amstel tradition’.
Minor details include a slightly different color of gold and a somewhat different font.

2020 – Today

Amstel logo

From it’s foundation, in 1870, Amstel’s brand mark has relied on simple elements to be recognized all over the world: a red half circle enclosed by a golden circle. The simple strict forms express the idea of container and support, while the circular shape suggests continuity, the main Amstel’s brand message of timeless quality.

After the last brands redesign the Amstel logo featured more red color and started looking crispy and powerful, preserving the iconic foundation.

The Amstel brand identity is based on two core elements – geometry and color. The minimalistic logo’s color scheme includes two main color – red and white. The wordmark is executed in black and the logo round-framing is gold.

The Amstel logo embraces modernity while preserving the rich heritage of the brand that has been built since 1870, the year of the brand’s creation.