Brewing and leisure giant Scottish & Newcastle is introducing a new corporate identity designed by Tayburn McIlroy Coates.
As well as being one of Scotland’s leading companies, Scottish & Newcastle holds the top spot in the UK beer market – a position which had been threatened by the acquisition by Bass of Carlsberg Tetley, a deal blocked by the Government.
Scottish & Newcastle is the quoted holding company which oversees brewing division Scottish Courage, pubs division Scottish & Newcastle Retail, and holiday camps arm CenterParcs. The identities of the subsidiaries are unaffected by the identity change of the parent.
The new identity marks the transformation of the company over the past decade from a regional brewer to an international group. The old identity used a royal warrant which was deemed to no longer be relevant due to the shift away from purely brewing activities.
Scottish & Newcastle corporate affairs director Richard Gibb says: “The inconsistencies that existed in our previous material did not project the company as the successful, modern business that it is.”
A Tayburn McIlroy Coates spokesman says the new identity has, as its core proposition,
“Scottish & Newcastle, a class act”. It features a specially created typeface, and a monogram which appears in silver. Digital templates and guidelines have been produced.
Tayburn McIlroy Coates has worked with Scottish & Newcastle over several years, including designing the company’s annual report.