The Coors Light logo, which has evolved from its vintage 1970s origins, reflects the beer brand’s commitment to tradition while embracing modern design trends. As the second best-selling beer in the United States, the logo’s journey mirrors Coors Light's own evolution in the competitive market.

Logo Evolution and Meaning

Coors Light, first introduced in 1978, has maintained a strong connection to its roots while adapting its visual identity over time. The logo has undergone multiple redesigns, each marking a new chapter in the brand's development, but all staying true to its signature elements: the iconic red "Coors" script and the association with the Rocky Mountains.

1978–1980

The original Coors Light logo, designed in 1978, featured a two-level wordmark. The "Coors" part was written in a bold red script, placed above the word "Light," which was in black cursive. The logo had a light beige background, and the script's curves gave it a fluid, elegant feel. This design set the foundation for future iterations of the logo, establishing the brand’s bold yet refined visual identity.

1980–1994

A redesign in 1980 shifted the color palette to monochrome. The "Light" portion of the logo was revamped with capitalized letters in a solid serif typeface, offering a more structured look in contrast to the script of "Coors." This version of the logo was more formal and modern, marking a departure from the original cursive style.

1994–1999

In 1994, the "Coors" script became red with a thick white outline, and the "Light" portion was now set against a white background with a black contour. The background color was typically silver-gray, mimicking the appearance of an aluminum beer can. This redesign created a more polished, industrial feel while maintaining the boldness of the original design.

1999–2005

The 1999 redesign made the wordmark slightly diagonal, with the "Light" portion arched. The color scheme remained unchanged, but the letter contours became thicker and more refined, offering a cleaner, more modern aesthetic. This version of the logo emphasized clarity and strength.

2005–2012

In 2005, the logo gained a graphical element—snow-capped mountains were placed above the "Coors" text, reflecting the brand’s connection to the Rockies. The "Light" wordmark was updated with a more modern, italicized sans-serif font, and the letter "G" was redesigned to feature a sharp tail. This iteration gave the logo a more masculine and rugged character, aligning with the brand's image of refreshment and adventure.

2012–2015

In 2012, the logo was streamlined into a single horizontal line, with the "Coors" and "Light" parts tightly aligned. A mountain graphic spanned above the text, creating a cohesive, unified look. The outline of the red lettering was changed from white to red to enhance contrast with the graphical elements.

2015–Present

The 2015 redesign, executed by the design agency Turner Duckworth, moved toward a minimalist approach. The mountains were replaced by a simple, abstract triangular icon in gray, placed behind the "Coors" part of the wordmark. The "Coors" text became thinner and more elegant, with the left part of the "C" cut diagonally, mimicking the shape of the mountain. The "Light" text was adjusted to a sleek, custom sans-serif font, with a sharp, elongated tail on the "G."

The updated logo retained its distinctive red script for "Coors" and kept the mountain imagery but in a simplified form. The overall look is cleaner and more contemporary, with the removal of drop shadows and trimming, which reflects a trend towards minimalism and better visibility on digital screens.

Additional Elements

In addition to the logo update, Coors Light also launched the "Born in the Rockies" symbol in 2015. This circular stamp features the mountain icon against a backdrop of the Rocky Mountains, with "Born in the Rockies" above and "EST. 1978" below, emphasizing the brand’s Colorado heritage.

Color Palette

The color palette of the Coors Light logo includes:

• Red (#C2112F): Used for the "Coors" script.
• Dark Gray (#757373): Featured in the word "Light."
• Light Gray (#CBC8C7): Background color or secondary elements.
• White: Used for accents and contrast.

This palette strikes a balance between strength and sophistication, with the red evoking passion and energy, while the gray tones contribute to a clean, modern appearance.