Absolut ‘so iconic’ it drops vodka from logo

Absolut Vodka believes it has become so iconic, that it has dropped the words “Country of Sweden” and “Vodka” from its logo.

Absolut’s new “master identity”(top) will no longer include the words “vodka” or “country of Sweden”

The new logo, which also features a new typeface, now just consists of the word “Absolut” followed by a full stop, and will become the brand’s new “master identity”.

It will replace the traditional three-line logo on all materials, except the bottle itself where it is used to describe the product, e.g. Absolut Citron or Absolut Elyx.

The Absolut Company, which is owned by Pernod Ricard, claims the changes won’t be noticeable by most consumers, but will “strengthen the brand’s iconic status as a contemporary, forward thinking brand”.

Anna Kamjou, global director of Design Strategy at The Absolut Company, said: “The brand has become so iconic that we no longer needed the full three-line logo to convey ourselves.

“By removing ‘Country of Sweden’, and ‘Vodka’, we’re putting the focus on the most important part of the brand – Absolut. The word itself not only means the perfect, the complete, and the ultimate, but it also means the open-ended, infinite and indefinite.

“We felt that this is an important part of the brand identity, so we wanted to put emphasis on this duality, and the fact that creation is always a process with an infinite horizon, one that is never finished.”

The brand update coincides with the launch of Absolut’s latest global marketing campaign, Transform Today.

The brand has long been associated with the design community, having released special editions with unique designs throughout its history. The most recent editions have included four million unique bottles named Absolut Originality, and city-inspired designs.