Bacardi Identity

The bat has been the icon for Bacardí since it was founded in Cuba in 1862, by Don Facundo Bacardí Masso.
It was Bacardí Masso’s wife Doña Amalia who noticed a colony of fruit bats in the rafters of the rum distillery and made the suggestion. The bat was considered a symbol of ‘good luck, good fortune and family unity’ in Spain and Cuba.
Inspired by this great story and Bacardí’s extraordinary 152-year heritage, we have redesigned their identity and created a new bat icon that reflects this rich history, and builds on the hand-drawn versions of the bat icon from the early 1900s.
The word-marque has also been redrawn, inspired by the Cuban Art Deco style from the late 1920s to early 1930s which can be seen on Bacardí’s famous Havana headquarters Edificio Bacardí, which bears a bronze bat and Art Deco typeface.