Anticipating its spin-off as a separate, publicly traded company from Fortune Brands (on target to be completed early in this year's fourth quarter), Beam Global Spirits & Wine is introducing a new
logo for its soon-to-be new name: Beam Inc.
The old logo showed Beam Global Spirits & Wine in a very traditional, serif type font, accompanied by a red, seal-like element bearing a white "B."
In the new logo, the single word Beam is rendered in the signature script of fourth-generation distiller James B. Beam, whose namesake Jim Beam Bourbon is the company's flagship spirits brand.