[Guinness] had done a great job of making it a distinctive and memorable icon, but it lacked any sort of storytelling. We wanted to make it feel like it had some depth and richness behind it … and create something which felt crafted but of the moment,” he adds.
Instead of looking to previous versions of the harp, Design Bridge worked with specialist harp makers Niebisch & Tree to create a new design from scratch. “The historical logos were detailed but they looked both old-fashioned and quite Celtic, and we didn’t necessarily want to go down a Celtic route – we wanted it to appeal globally,” says Vary. In Africa, one of the drink’s biggest markets, Guinness isn’t traditionally seen as an Irish drink.
The new harp and word mark
By working with Niebisch & Tree, Vary says Design Bridge was able to create an accurate drawing of a harp which would sound in tune if made into a working instrument. This dictated features such as the thickness of the harp’s soundboard and the shape of the harmonic curve at the top of the instrument. “We didn’t want to make one up and not have a true visual representation of a harp,” says Vary.
After devising initial sketches, Design Bridge had 3D models made of the harp to gauge where light and shadow would fall on the instrument. Barney then hand drew the logo and word mark based on sketches from Design Bridge and the agency worked with letterpress studio New North Press to create a physical impression of it. The physical impression was created by splitting the design into layers and overlaying different colours, textures and printing techniques, from metallic inks to debossing and foil blocking.
The design takes cues from packaging, lettering and adverts found in the Guinness archive, a resource Vary says Design Bridge often looks to when undertaking new work for the brand. “We wanted to root any of the details that came through [in the mark] in historical references and facts,” he adds.
The new harp retains distinctive features from previous designs, such as the circular curve seen in the top left corner, and the sound board remains positioned on the left, a distinguishing feature of the Guinness harp. (The 1922 Irish Free State harp, in contrast, features a sound board on the right – the symbol was allegedly flipped horizontally to distinguish from Guinness’s harp, which was registered several years earlier in 1876). By retaining these details and reintroducing the Liffey waves, Vary says the design emphasises the brand’s Irish roots through subtle details rather than “overt Celtic references”.
Diageo meanwhile, says the mark is designed to appeal to a new generation of drinkers and convey the history that sets Guinness apart from younger brands. Vary says it represents the brand’s ‘Made of More’ positioning.
“Guinness has always [aimed itself at] people who want to carve their own path,” he says. “It isn’t like the massive brews, the Heinekens or Peronis, it’s not macro or micro either, so it doesn’t sit in that area of craft beers, it sits somewhere in the middle and does its own thing. We wanted this to feel like something only Guinness can do and by adding that sense of history and crafted detail, it starts to appeal to a younger generation who really appreciate the skill and the craft that goes into making something,” he adds. “At the same time, we didn’t want it to appear too crafty, using standard craft cues. We wanted it to be almost a timeless classic of an identity.”
The project is one of several Design Bridge has undertaken with skilled craftspeople of late – last year, it partnered with glass artist David A Smith to create some intricate bottles for Booth’s Gin and in 2014, it teamed up with Timorous Beasties to design new packaging for Fortnum & Mason (creative director Asa Cook recently wrote an article for CR about partnering with craftspeople on packaging projects). Guinness is also one of several food and drink brands which has updated its identity to emphasise its heritage in the face of competition from newer ‘craft’ brands.
Design Bridge group brand manager Birgitte Woehlk says that, for companies like Guinness and Booth’s, the level of craft in projects needs to be of a particularly high standard to create designs that feel suitably ‘authentic’.
“There’s been so much almost pseudo-authenticity in design over the years, with lots of new products and brands that are made to look authentic – so when a brand has an absolutely true, authentic story it takes a little more to get that story across in a real way … it needs that little bit more to bring it out,” she adds.
“A lot of work has gone into [the Guinness project]. The 2D and 3D design teams have worked really hard on it, and finding the right way of working together with those external experts is really important,” she continues. “All of the vision and art direction has been from the team here, and we’ve been completely overseeing every element created by [Barney and New North Press].”
Read more here:: Hitting the right note: Design Bridge on creating a new harp icon for Guinness