Amstel Logo

Amstel Logo
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


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.