DE/EN

We ask Mohrenbrauerei Dornbirn to replace the currently-used logo with a new, up-to-date one as soon as possible.

Over the past few weeks, there has been increasing talk about racism in Austria. This is a good thing, as there is still a lot of work to be done here. As a result, the discussion about the Mohrenbrauerei's logo has started again. The logo shows a man with dark skin, enlarged lips and exaggerated curls. This depiction clearly employs stereotypical, racist and colonial elements and comes close to a caricature. It is no longer appropriate in this day and age, and needs updating.

Tradition is important - but it also has its limits. The limit should be whenever someone feels offended. It is simply a fact that many people of color - in and outside of Vorarlberg - feel demeaned by this logo. The Mohrenbrauerei claims that it does not want to be racist: unfortunately this is not enough. It hurts whenever someone steps on my foot - whether it was done intentionally or not. Even children understand this principle, and so should the managing director and the owner of the brewery.

Changing the logo creates space for something new. Design suggestions for a new logo are already circulating online. In the future, for example, a pear tree (similar to the Dornbirn coat of arms) or the profile of the company's founder could adorn the beer bottles. These would express the long tradition and local roots of the brewery just as well.