Diageo is a British multinational beverages company, created in 1997 by Wolff Olins after the merger of Guinness and GrandMetropolitan. Diageo is the second largest distiller in the world and has over 200 brands in its portfolio, including Smirnoff, Johnie Walker, Guinness and Baileys.
Diageo is an “umbrella name” for business divisions in international markets. So the logo has to be simple and clean, as the main role is given to the managed brands logos. As Diageo’s portfolio is really impressive and all the brands are steeped in heritage, craftsmanship and authenticity, and each has its own story to tell.
The brands ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. The purpose of Diageo is to celebrate life, every day, everywhere.
The Diageo logo reflects their positioning as a young company with a fresh and modern style. It’s monochrome color palette and distinct typeface make the brand look strong and clear and develop a contemporary visual style.
The custom typeface is based on the Futura Family fonts, the closest in the range is Futura Medium.
The previous Diageo logo was executed in Pictorial Carmine color on a white background and was too plain. So the brand decided to create a more sophisticated and cleaner style, to harmonize the Diageo look and feel across the board and strengthen the brand.
As a result, Diageo got a consistent brand refresh, that helps it to be recognized and respected alongside other Diageo brands.