Corporate identity specialist Bamber Forsyth has designed the new marque for Diageo’s combined beer, spirits and wines division, which was formed following the integration of Guinness and UDV.
The group will be called GuinnessUDV, with the Guinness element printed in black and UDV incorporating its corporate colours of orange, red and blue.
It will seek to embody Diageo’s values by using the parent company’s typeface for the logo, and will start rolling out to 200 international markets later this year.
Bamber Forsyth consultant Rebecca Price says it was a “tough challenge uniting such well known international names. We examined the option of creating a whole new entity, but ultimately we needed to simply bring two great corporate brands together in a way that demonstrates their unity and capitalises on their combined reputations in the drinks market.
“We have created a sensitive but simple and effective solution which is seen as unifying internally and progressive externally and sits alongside their major consumer brands,” she explains.
UDV head of external communications Luke Swanson describes Bamber Forsyth’s work as “an elegant, intelligent and effective solution”.