Velkopopovicky Kozel is the name of the famous beer brand from the Czech Republic, which was established in the 1870s. The company, which is known across the world for its lager, has been a part of Asahi Group since 2016.
Throughout the company’s pretty long history, its visual identity has always been connected to a Goat. The name of the brand, Velkopopovicky Kozel is composed of two parts: the first one is a tribute to the city it was founded in — Velke Popovice, and the second one, Kozel, is translated from Czech as “Goat”. So the animal mascot’s image always has its place on the famous lager’s logo.
The very first logo for the brewery was designed by a French artist, who was traveling around. It was a detailed image of the goat he saw near the brewery. This is how it all began.
The iconic goat, standing in profile, turned to the left and holding a beer, has been executed in various different color schemes. On the earlier versions, the goat was drawn very detailed in brown and black and placed on a green background. Then the contours got modified and the background switched to yellow.