I spent a great many years in marketing, including the successful redesign and relaunch of an already successful brand. I am aware, therefore, of the problems inherent in product change; and I remain fascinated by the general art of marketing and rebranding in particular.
That being said, it is no surprise that I would really enjoy the story of changing the logo of one of the world’s iconic products — Guinness and its harp.
I’m sure that a great many Guinness drinkers will not notice — at least consciously — the subtle change in design and font. But as the story tells so well, the implication of hand-tooled craftsmanship will be unconsciously appreciated.