Counter-Trend: Detail Against the Flat Design Wave
In 2016, Guinness released its first new logo in a decade, and deliberately swam against the prevailing tide of flat design in doing so.1
The redesign was carried out by London agency Design Bridge in collaboration with illustrator Gerry Barney, harp maker Niebisch & Tree, and letterpress workshop New North Press.1, 2, 3 Where the 2006 version leaned toward a clean, near-flat profile, the new harp restored dimensional shading, ornamental detailing, and fine engraved lines, referencing the visual language of engraving, gravure, and traditional craft.1
Guinness has used the harp as its trademark since 1862, modeled on the medieval Brian Boru harp, a symbol of Irish national identity.2, 4, 5 The 2016 revision marked the sixth reworking of the icon since its adoption.1 The wordmark received a matching treatment: stronger serifs and a more classical character replaced the smoother 2006 letterforms.1
Design Bridge framed the intent as conveying "the true craftsmanship and history behind Guinness's distinctive beers," positioning the 257-year-old brand against the then-expanding wave of craft beer competitors.2, 4 The redesign countered a decade-long industry trend toward simplification with a case for material richness and heritage depth.
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1. Designtagebuch, Achim Schaffrinna, "Neuer Glanz für das Markenzeichen von Guinness", 4 May 2016, for Guinness receiving its first new logo in ten years in 2016, the collaboration of Design Bridge (London) with illustrator Gerry Barney, harp maker Niebisch & Tree and the print workshop New North Press, the new harp's gradients, shading and three-dimensional feel set against the simplification trend and flat design, and the reference to handcraft techniques such as engraving, the harp in use since 1862 having been changed for the sixth time, and the wordmark re-set with a stronger emphasis on its serifs. https://www.designtagebuch.de/neuer-glanz-fuer-das-markenzeichen-von-guinness/
2. Design Bridge, "Re-crafting a global brand icon: Design Bridge make the Guinness harp sing again", press release, 22 April 2016, hosted by Designtagebuch, for the collaborations with illustrator Gerry Barney, harp makers Niebisch & Tree and letterpress studio New North Press, for the harp dating back to 1862 and being based on the Brian Boru harp as a symbol of Ireland's national identity, and for the quoted words "the true craftsmanship and history behind Guinness's distinctive beers", which the release sets against "the recent wave of new, craft beers". https://www.designtagebuch.de/wp-content/uploads/pressemeldungen/DesignBridge_Guinness%20Harp%20Identity_%20press%20release.pdf
3. Creative Review, Rachael Steven, "Hitting the right note: Design Bridge on creating a new harp icon for Guinness", 25 April 2016, for Design Bridge having worked with designer and illustrator Gerry Barney, letterpress studio New North Press and harp makers Niebisch & Tree to redraw the harp. Live page and the archived copy from which the verse was written. https://www.creativereview.co.uk/hitting-the-right-note-design-bridge-on-creating-a-new-harp-icon-for-guinness/ https://web.archive.org/web/20160720171958/https://www.creativereview.co.uk/cr-blog/2016/april/hitting-the-right-note-design-bridge-on-creating-a-new-harp-icon-for-guinness/
4. Wikipedia, "Guinness", read on 25 September 2026, for the harp motif adopted in 1862 by Benjamin Lee Guinness and modelled on the Trinity College harp, the national symbol of Ireland, and for Arthur Guinness's lease of the St James's Gate brewery on 31 December 1759, from which the age of the brand is counted. https://en.wikipedia.org/wiki/Guinness
5. Wikipedia, "Trinity College harp", also known as the Brian Boru harp, read on 25 September 2026, for the harp being a medieval instrument dated to the 14th or 15th century, its status as the national symbol of Ireland, and its image having been used on Guinness labels from 1862. https://en.wikipedia.org/wiki/Brian_Boru_harp
