By For most logo designers, the time might seem to be tough but when it comes to learning, the time is good. Logo designers love to learn about various logos, especially of the big brands in the food and beverage, automotive, recreation and the like.
Today, we will learn about the logo of one of the first caffeinated beverages marketed across Europe. In fact, everyone around the world drinks it. It is neither Coca-Cola nor Pepsi. Say Hello to Red Bull!
Red Bull’s famous slogan is ‘Red Bull gives you wings.’ The slogan helped establish it as a well-known brand. The products it makes, it sells, its logo, its history & its slogan; we will read about them today. We will in fact be learning more about the meaning and history of Red Bull’s logo. Surprisingly, all of it was inspired by a drink in Thailand.
About Red Bull – its beginnings
Red Bull energy drink was created in 1984 by Dieter Mateschitz with the help of Thai pharmacist and businessman Chaleo Yoovidhya. Mr Yoovidhya owned TC Pharmaceuticals, a well known Thai pharmaceutical firm, and worked together with Mr Mateschitz to make the wonderful caffeine based energy drink. Eventually it was marketed on a worldwide scale.
‘Krating Daeng’ is the Thai version of Red Bull which was owned Mr. Yoovidhya himself. Since it is from a different company, there are obvious differences in the drink’s composition. Mr. Mateschitz was traveling in Thailand and this is when he discovered it.
The drink Krating Daen was able to help drivers, workers and other employees in blue and gray collar industries stay awake and simulated while on duty.
Mr. Mateschitz then thought that importing it to Austria from Thailand would be interesting. He would modify some of the ingredients to prevent copyright infringement and localize it as per Europe. It was on April 1, 1987 that Red Bull energy drink was officially launched in Europe.
The Red Bull logo – its beginnings
When Dieter Mateschitz imported both the drink’s concept, name, and logo from Thailand, he decided to make them different from its Thai counterpart. Without a doubt, Krating Daeng is the progenitor to Red Bull in terms of both the name and the logo, the latter name had to be accepted as the former’s Thai name was difficult to pronounce.
Let us first examine Krating Daeng closely. As mentioned earlier, those involved in strenuous work i.e. workers, drivers and Muay Thai fighters consumed the drink. Hence the reason why its logo has two bulls charging one another.
There is a bit of mystery involved. Instead of bulls, logo designing experts from a logo design agency in Dubai explain that the logo of Krating Daeng had gaurs, which is a local breed of cattle (alternatively known as the Indian Bison), and Mr. Yoovidhya was inspired by their sturdiness and strength so he added them in the logo.
What do the Gaurs represent? Strength people need when they drink Red Bull. Dieter Mateschitz selected the colors Red and Yellow symbolizing passion, vitality, speed and energy. The yellow color between the bull added a beautiful contrast by adding in the rising sun.
The reason Mr Mateschitz chose the name Red Bull is because the name Krating Daeng was transliterated from Thai to Austrian. By name, both brands differ but have almost slight similarities as Red Bull’s logo uses Spanish bulls instead of gaurs. Ever since its creation, Red Bull has managed to maintain profitability with the same logo.
Design of cans – what to understand about that?
Dietrich Mateschitz wanted the can to have a flashy and bright appearance that would complement the bright logo of Red Bull. Blue and Silver seemed to be the best choice and Kastner Agency helped further the brand image for Red Bull.
“Red Bull gives you wings” – a bit about the slogan
The slogan “Red Bull gives you wings” was developed by the Kastner Agency. It was complicated to make it at first but now everyone knows it gives them wings. Loyal Red Bull customers do boast of the drink giving them wings.
However, Red Bull lost USD$ 13 million in a lawsuit in the United States, and lost a similar lawsuit in Canada too. According to both consumers, it was not able to give them wings (the desired energy boost). In Canada, each customer won C$ 10 in damages. The company made tall claims in the beginning. Hence, it is important for each firm to stay true to itself.
What to understand regarding derivatives of the Red Bull logo?
It should be understood that Red Bull has invested a considerable sum of money in numerous events, mostly sports and musical events. It is also currently a recurring sponsor. The companies that RedBull has invested in are basically derivatives of its logo and the company itself. Let us examine how the company expanded its brand umbrella:
AlphaTauri
Known to be Red Bull’s very own clothing brand, AlphaTauri uses a certain proprietary technology in textiles. The bull is present on the logo in two circular shapes showing it to be moving forward at a fast pace.
Red Bull’s travel service
Red Bull created its own travel service to facilitate fans traveling to its numerous events. Booking a trip to any of Red Bull’s events is made easy from the website, especially the Red Bull Cliff Diving event which usually takes place in Paris. The logo is unique, as the bull is present traveling the world. The planet is colored yellow to represent energy and various lines showcase continuity.
Red Bull’s logo for its music platforms, official site and online store
The company made a new logo for its website, music platform, and store respectively. The store sells official products of Red Bull (licensed) which have the original Red Bull logo. The logos used in all three are different, but the concept is the same; a circle represents both the sun and water which show movement in the forward direction.
