Rebranding is a great way for a company to rejuvenate and revitalize their identity. When done correctly this process can bring in more revenue, a new audience and longevity to the brand. Just recently Guinness went through this and the responses have been positive.
The new logo replaces the previous design created in 2005
"Beer brands don't come more recognizable than the Guinness harp. So when it came to updating the black stuff's logo design, London firm Design Bridge had to tread a fine line between creating something new and staying true to the established look. But by moving away from the trend of flat designs they've created a contemporary logo that reflects the brand's history.
Revealed last week, the new logo is the first redesign for the golden harp in 10 years. Faced with the challenge to "breathe life back into the harp and let it sing once again," Design Bridge used the heritage of Guinness to tell the brand's story.
Guinness have bucked the trend by moving away from 2005's flat design
After spending time with harp makers to ensure the design remained authentic, illustrator Gerry Barney was enlisted to bring the logo to life. Hand-drawn typography taking its cues from the first Guinness print adverts in the 1920s completes the redesign.
Craftsmanship is at the heart of this redesign and it shows in the subtle details that can be found in the harp. While the 2005 design wouldn't look out of place as an app icon, the Design Bridge creation channels the stamped lettering found in the ironwork at the Guinness Storehouse, giving it a "depth, tactility and drama."
The new logo echoes the intricacies of some earlier designs
All of this hard work and research appears to have paid off as designers seem to love the redesign. No easy feat, considering that the recently unveiled Tokyo Olympics logo came in for a rough reception.
New Guinness logo is utterly beautiful. Shame it wasn’t designed by an Irish studio though. pic.twitter.com/UrUQ6tWMgt— Johnnie Wong (@artofwong) April 28, 2016
Described by the team at Design Bridge as "a labour of love and a shining example of our creative philosophy," this redesign leads by example when it comes to creating a new look for an established brand.
ABOUT THE AUTHORDom Carter
Dom Carter is staff writer at Creative Bloq. Coming from an SEO and web copywriting background, Dom first came to Future for a week of work experience at SFX magazine. Away from the office, Dom likes to write scripts and short stories, and watch an unhealthy amount of Doctor Who.
(Via Creative Bloq)
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