Spencer du Bois rebrands The Guinness Partnership

One of the largest housing associations in England, The Guinness Partnership, has launched a fresh identity devised by Spencer du Bois branding consultants.

The new identity and name – The Guinness Partnership – will unite the five organisations previously operating under The Guinness Trust umbrella.

The new brand, launching today, will be rolled out across the five member groups to promote a sense of consistency and ‘common purpose’, according to Paul Samuels, The Guinness Partnership communications director.

A calligraphic-style letter ‘G’ forms the basis of the new logo system, to tie in with the names of the partners and reflect a forward-thinking organisation with a rich heritage.

The visual identity has been designed to create a sense of personal space – bold blocks of colour interact with silhouettes of people, household objects and patterned wallpapers.

Spencer du Bois creative director John Spencer believes the consultation process is key to a successful rebrand.

He says, ‘There are five separate organisations operating within The Guinness Partnership, each with its own separate history and visual identity. Through a process of intensive consultation we were able to create a cohesive visual brand for these agencies which everyone could be proud of.’

Spencer claims that the fresh visual language echoes The Guinness Partnership’s ethos of social value and justice, and provides good-quality affordable housing.

This week the new visual scheme will be rolled out across the country through The Guinness Partnership’s website, promotional materials, signage and mobile exhibition stands.

Spencer du Bois won the project following a three-way pitch last September, and started working on the project in January this year.