About The Oldest Logo In America
Originating in 1366, it stands as the oldest logo still used and seen across America today
A logo is a distinctive graphic symbol, emblem, or stylized text that represents and identifies a company, organization, product, or brand. It serves as a visual shorthand that helps people quickly recognize and remember the entity it represents.
The Stella Artois logo, originating in 1366 stands as the oldest logo still used and seen across America today. In fact, it is the oldest existing logo in the world. BrandCrowd defines it as the oldest recorded logo. The Logo Creative recognizes it as the world's oldest logo still in use today. Infographics Archives defines it as the oldest company logo that’s still being used today.
It belongs to the Belgian beer brand Stella Artois, which is now owned by Anheuser-Busch InBev, the world's largest brewer. Today, Stella Artois is brewed in multiple countries including America, but its marketing heavily leans on Belgian roots and the ancient logo to evoke tradition.
The logo features a prominent horn symbol, a star, and ornate typography, symbolizing centuries of brewing heritage. The story begins in Leuven, Belgium, with the Den Hoorn (meaning "The Horn" in Dutch) brewery, established in 1366 according to city tax records. This makes it one of the oldest documented breweries in Europe.
The original logo was a simple horn symbol, used to mark the brewery's products and signal its presence to travelers—horns were historically blown to announce arrivals or events in medieval times. This horn became the foundational element of the modern logo.
In 1717, master brewer Sebastian Artois purchased the brewery and renamed it Brouwerij Artois (Artois Brewery). The horn symbol was retained, evolving slightly to include a star above it. The beer known as "Stella Artois" wasn't introduced until 1926, when it was brewed as a seasonal Christmas beer—"Stella" means "star" in Latin, likely referencing the Star of Bethlehem or simply evoking festivity.
It became a year-round staple due to its popularity, and the name was trademarked that year. The logo's "Anno 1366" inscription nods to the Den Hoorn origins, emphasizing heritage over the actual product launch. The brand grew internationally after World War II, especially in the UK and Europe, positioning itself as a premium lager with slogans like "Reassuringly Expensive" in the 1980s to convey quality.
The current Stella Artois logo is a sophisticated emblem that blends medieval symbolism with modern design. The horn, the central icon, unchanged since 1366, represents the Den Hoorn brewery. It symbolizes announcement, heritage, and the call to enjoy a beer, harking back to its use as a signaling device in old taverns.
The star was added later, this eight-pointed star (often with radiating rays for texture) ties into the "Stella" name, evoking celestial guidance, quality, and the Christmas origins. It's sometimes interpreted as a brewer's star, a historical symbol for purity in brewing.
Overall, the logo conveys sophistication, history, and craftsmanship, aligning with the brand's "Chalice" serving ritual (poured at a 45-degree angle into a signature glass) and campaigns like "The Artois Probability," which hid the logo in artworks to highlight its age.
The Stella Artois logo has undergone numerous refinements while preserving its core horn and star. Stella Artois is widely promoted as having the world's oldest logo due to the 1366 Den Hoorn horn, and many sources list it as No. 1 among oldest logos still in use.
The logo is a masterpiece of enduring design, blending 14th-century symbolism with contemporary appeal. Whether it's the absolute oldest or not, its history underscores how logos can anchor brands through centuries of change.
The Stella Artois logo is prominently displayed on beer bottles, cans, and packaging in numerous retail outlets across the United States. As a widely distributed lager brewed domestically since 2021 at Anheuser-Busch facilities (such as in Jacksonville, FL), it's available in major chains and local stores.
While not physical, the logo is ubiquitous in U.S. ads, including the 2025 Super Bowl commercial and online campaigns. Billboards, TV spots, and social media promotions (e.g., with David Beckham) often feature it in major cities.