Elephant
- Project Elephant Beer
- Client Carlsberg
- Year 2004
Elephant Feet
How do you update the most significant symbol of a global company? The Elephant beer is one of the crown jewels of Carlsberg's brand portfolio. e-Types' redesign of the classic took its starting
point on the ground in Africa.
"The lines behind the elephant are inspired by spears and shields and the sun is ever-present. The white background gives everything a much more exclusive feel and helps accentuate Carlsberg
Elephant's position as a premium beer brand", explains creative director and partner Jens Kajus.
As part of the project which included redesign of the elephant itself, design of labels for beer bottles, design of 33 and 50cl beer cans, cases etc., a special typeface was developed. The name of the typeface is Elephant - with clear "elephantine" references in its details. The seriphs (feet) of the typeface are designed with clear references to Elephant feet. Other details from the characteristic shape of the elephant also play their part in the typeface's look: the letter 'C' for example references both the elephant's ears
Read more about Carlsberg and elephant beer at
www.carlsberg.com
Carlsberg and the elephant
The history of elephant beer according to Wkipedia:
As part of the project which included redesign of the elephant itself, design of labels for beer bottles, design of 33 and 50cl beer cans, cases etc., a special typeface was developed. The name of the typeface is Elephant - with clear "elephantine" references in its details. The seriphs (feet) of the typeface are designed with clear references to Elephant feet. Other details from the characteristic shape of the elephant also play their part in the typeface's look: the letter 'C' for example references both the elephant's ears
Read more about Carlsberg and elephant beer at
www.carlsberg.com
Carlsberg and the elephant
The history of elephant beer according to Wkipedia:
"In 1901, on brewer Carl Jacobsen's initiative the Architect, Professor J.L. Dahlerup created a tower resting on four elephants carved in granite from the Danish island Bornholm. Brewer
Jacobsen was inspired to build this gate by the obelisk supporting elephant on the Minerva Square in Rome. The four elephants each bear the initial of one of Carl Jacobsen's four children:
Theodora, Paula, Helge and Vagn. This became known as The Elephant Gate and is a landmark entrance to the brewery.
To the west of the gate, Carl Jacobsen's motto was inscribed: Laboremus pro Patria (Let us work for our country). Since then the Elephant has been a famous part of the Carlsberg Family, especially after the strong Elephant Beer was created in 1955 under the name "Export Lager Beer" and featuring the Elephant label. Elephant was marketed in Ghana, the Gold Coast, Nigeria and on promotion in Malawi. It launched on the Danish market as Elephant Beer on 9 November 1959."
To the west of the gate, Carl Jacobsen's motto was inscribed: Laboremus pro Patria (Let us work for our country). Since then the Elephant has been a famous part of the Carlsberg Family, especially after the strong Elephant Beer was created in 1955 under the name "Export Lager Beer" and featuring the Elephant label. Elephant was marketed in Ghana, the Gold Coast, Nigeria and on promotion in Malawi. It launched on the Danish market as Elephant Beer on 9 November 1959."
