Landor Associates commissioned Steven Noble back in 2000 to create the new logo identity for both the Coors and Coors Light brand identities. The illustration included a complete re-design of the entire landscape scene including the waterfall, mountains, trees and rocks to fit inside of a much flatter oval shape and be able to be used on three different application sizes that included: (small version - under 1 ") bottles and aluminum cans, (middle version - 3"- 4") 24-36 packs, and (detailed version - 4' - 6') delivery truck. Artwork was rendered in a scratchboard woodcut style by hand and submitted digitally.
