Carlsberg Rebrand – Upper Case Specimen

Taxi Studio has collaborated with Carlsberg on a major global rebrand, unifying its diverse markets with a simple yet versatile identity system that champions the principles of great Danish design.

I worked with the team to craft core elements that include the logo, hop leaf, crown and brand typeface, as well as the signature of Carlsberg founder JC Jacobsen.

Here is a closer look at the upper case brand typeface I designed.

The angle that forms the sharp terminal on the 'C' of Carlsberg has been introduced to the 'CGS' to help tie the two aspects of the brand together.