19.11.2012 | 11:02 | REDAKTION

The journalist simon INOU and the artist Mara Niang have developed an alternative logo for the Vorarlberg Mohrenbräu brewery.

Enormous rubbery lips also called dinghy lips, frizzy hair, apelike features, prominent nose. These are the stereotypical characteristics of Blacks, which are being spread in Vorarlberg in public every single day.

For 83 years M*bräu (m*brew) brewery has held Vorarlbergers hostage concerning the spread of racism. The well-known logo of this company is not only found on beer bottles, but also on different merchandising products such as T-shirts or jackets, bottle openers, ashtrays, MP3 players, umbrellas, backpacks, beer mugs, model cars, trucks, jam jars, flower vases, and many more.

For decades the M*Bräu logo has been so naturally and widely spread that many Austrians, in particular Vorarlbergers, are not taking notice of the racist stereotyping. The logo appears as a normal tradition and, on top of that, has even enjoyed positive associations. It has even already been internalised by some Black people.

The German scholar of English and African Studies with a focus on literature, Susan Arndt, says that  „M.“ is the oldest German term, with which whites have constructed Black people as being different. The term was translated from other European contexts, and goes back etymologically to the Greek „moros“ which means „foolish“, „simpleminded“, „stupid“ and also „ungodly“.

Various organisations and anti-racism activists have been trying to get in contact with the company in order to encourage them to replace the logo and to discuss the name of the beer and suggest giving it another meaning. To no avail, although the company has modified the logo several times since 1930 in an attempt to represent a modern image to the public.

The journalist simon INOU and the artist Mara Niang have designed a new logo for M*bräu transforming  both the name of the beer as well as the logo. „We want to call on the Austrian population to fight against racism in public  and to promote respectful  interaction with citizens from the entire world who have made Austria their home. We believe that the current name M*Bräu and the corporate logo must be adapted to the conditions of a modern, diverse and tolerant society.“

The design which has been developed by INOU and Niang bears the name „NO MOHR“, (no moor/no more“). The logo depicts a typical African tree called Baobab. The tree is regarded as a symbol for  protection, a place to rest and to converse in many African societies. Drinks and oil are made from the fruit and the seeds. That´s a respectful symbol for a country which future lies on the diversity of his population.

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Translated from German to English by Mrs. Nicola Frantz-Jobarteh