Guinness: the art of advertising and visual identity

The Irish beer Guinness has long been more than just a stout—it’s a cultural symbol with a distinctive, celebrated visual identity and a legacy of memorable advertising campaigns. Through its iconic color scheme, typography, and artwork, Guinness has built a brand that conveys authenticity, wit, and heritage. By combining elements of Irish tradition with innovative advertising strategies, Guinness has created one of the world’s most instantly recognizable and beloved beer brands.

Early advertising

From the 1930s onward, Guinness’s advertising became known for its playful, often surreal quality. At a time when most beer advertisements focused on straightforward product promotion, Guinness took a unique approach by developing campaigns that were humorous, quirky, and distinctively Irish. Under the guidance of advertising visionary S.H. Benson and artist John Gilroy, the brand began to use whimsical animal illustrations, including a toucan, a turtle, and an ostrich, to create memorable advertisements with the tagline, “My Goodness, My Guinness.”

These early ads were revolutionary for their time, using humor and unexpected imagery to create a personal connection with audiences. The playful animals became synonymous with Guinness’s identity and were featured in posters, barware, and other promotional materials. This approach helped Guinness establish a brand image that was both approachable and entertaining, winning it loyal fans not just in Ireland but around the world.

The Guinness toucan and timeless slogans

Among Guinness’s many iconic visuals, the toucan stands out as a lasting symbol. First introduced in 1935, the toucan was painted with a beak tilted to balance a pint of Guinness, accompanied by the playful line, “If he can say as you can / Guinness is good for you / How grand to be a Toucan.” This touch of whimsy made Guinness ads stand out, especially in the competitive world of beer marketing.

The slogan “Guinness is Good for You” became another hallmark, reflecting a time when consumers were attracted to products that advertised supposed health benefits. Though this claim wouldn’t pass modern regulatory standards, the phrase and its charm still resonate with fans and are often used in vintage reprints of Guinness ads. Even today, the toucan appears on Guinness merchandise, harking back to the brand’s early days and establishing continuity across generations.

Modern advertising

In recent years, Guinness has shifted its advertising strategy to reflect modern sensibilities while staying true to its heritage. Campaigns such as “Made of More” emphasize resilience, creativity, and human stories, drawing connections between the brand’s rich history and its relevance in contemporary culture. These ads focus on themes like community and perseverance, capturing audiences’ attention with a sense of authenticity that feels deeply rooted in Guinness’s identity.

The “Made of More” campaign includes ads that feature compelling storytelling with visually stunning cinematography, such as the acclaimed “Surfer” ad from 1999, where a man catches waves as powerful white horses gallop alongside him. This ad has since become one of the most celebrated in advertising history for its striking visuals and emotional depth. By evoking a feeling of grandeur and awe, Guinness successfully bridged the gap between product advertising and art, strengthening its image as a brand with depth and character.

The brand beyond advertising

Guinness has also made its mark with branded merchandise, ranging from pint glasses and bar signs to clothing and collectibles. This has allowed fans to engage with the brand in a personal way, bringing a piece of Guinness’s heritage into their own lives. The merchandise often features vintage-style artwork, such as the toucan or old Guinness posters, tying back to the brand’s historic identity and reinforcing its timeless appeal.

Masterclass in brand identity

The Guinness brand is a masterclass in how to create and sustain a powerful visual identity through strategic advertising and cultural resonance. By balancing tradition with innovation, Guinness has built a brand that feels both timeless and modern. Through its iconic black-and-white palette, thoughtful typography, memorable slogans, and engaging advertising, Guinness communicates a story of heritage and quality with every pour.

Through innovative ad campaigns and a sense of cultural awareness, Guinness has evolved to stay relevant in a competitive market while remaining unmistakably Irish. As the brand continues to expand its reach and adapt to modern values, it exemplifies how design, storytelling, and cultural authenticity can come together to create a brand that is not just a product, but a cultural icon.

Football: designing the beautiful game

The Design Museum in London brought together sports, design, and culture in the exhibition Football: Designing the Beautiful Game. From April to August 2022, the exhibit offered visitors a fresh perspective on football, uncovering how design influences every aspect of the sport, from stadium architecture to the evolution of equipment, branding, and even social movements. Through a collection of artifacts, multimedia displays, and interactive installations, the exhibition illuminated how design shapes the world's most popular sport.

The evolution of football equipment

One of the exhibition's most intriguing sections was dedicated to the design evolution of football equipment. Footballs, for example, have transformed from the traditional stitched leather balls of the early 1900s to today’s water-resistant, ultra-light designs. Visitors could see the progression of these designs, understanding how the change in materials has made the game faster and more precise.

Football boots, too, were given their due. The exhibition explored how modern football footwear has moved beyond basic leather cleats to lightweight, high-tech models made with synthetic materials, each engineered for speed, traction, and comfort. This focus on equipment highlighted the collaborative work between designers and athletes, demonstrating how innovative materials and form contribute to performance on the pitch.

Stadiums: architectural icons and cultural landmarks

Stadiums are icons of football culture. The exhibition’s section on stadium architecture presented some of the world’s most famous structures, from the Maracanã in Brazil to London’s own Wembley. Blueprints, models, and photographs illustrated how these stadiums have evolved, integrating modern technology, environmental sustainability, and enhanced accessibility to improve both functionality and fan experience.

Key stadiums designed by notable architects, such as the Allianz Arena by Herzog & de Meuron and the Estádio Olímpico by Santiago Calatrava, were displayed as case studies. The exhibition highlighted how stadium design plays an integral role in creating the charged atmosphere that fans and players cherish.

Branding football: logos, jerseys, and visual identity

Another fascinating part of the exhibition was the exploration of how design establishes the identities of football clubs. From iconic club logos to ever-evolving jerseys, each element of visual branding is a powerful unifier for fans. Displays featured club logos from around the world, showing how visual language in football branding combines local identity with global recognition.

The commercialization of club branding was also covered. High-profile partnerships with fashion brands like PSG’s collaboration with Jordan showcased how football teams have crossed into lifestyle branding. These partnerships reflect how football clubs have transcended their traditional roles to become influential in fashion and pop culture, leveraging design to create both on-field and off-field appeal.

Social change and representation through design

Football has always served as a platform for social change, and the exhibition examined this by highlighting design’s role in promoting inclusivity, equality, and representation. On display were jerseys, banners, and advertisements created to support causes such as gender equality, LGBTQ+ rights, and racial justice. These artifacts underscored the power of football clubs and leagues to broadcast positive social messages and to create campaigns that resonate with millions of people worldwide.

Football as a shared cultural identity

Fan culture was another focal point of the exhibition, emphasizing how football thrives on the passion of its supporters. This section included a mix of fan-made banners, scarves, and murals that reflect grassroots creativity, from homemade paraphernalia to street art dedicated to beloved clubs and players. Through these displays, the exhibition celebrated the ways in which fans contribute to the sport’s visual language and identity.

Interactive installations allowed visitors to create their own virtual fan art or customize their own kit designs. This highlighted that fans are not passive consumers; they are active contributors to the game’s atmosphere and legacy.

Football as a designed experience

Football: Designing the Beautiful Game offered an enlightening look into how design is integral to football’s global appeal. By showcasing everything from equipment innovations and stadium designs to club branding and social change campaigns, the exhibition underscored that football is far more than a game; it’s a cultural phenomenon shaped by creative minds both on and off the pitch.

Through an exploration of football’s design journey, the exhibition illustrated how designers, architects, and fans come together to make football what it is today—a unifying language spoken in stadiums, on streets, and across screens worldwide.

The legacy of Saul Bass: pioneering typography in film title sequences

Few designers have left as lasting a legacy on the world of cinema as Saul Bass. Known for his revolutionary approach to title sequences, Bass transformed a previously overlooked part of filmmaking into an art form all its own. Through his innovative use of typography, Bass communicated the themes, tones, and moods of films long before the first scene played out. His work not only elevated title sequences to a narrative device but also set a new standard for how graphic design could function in the film industry.

A new visual language for cinema

Saul Bass began his career in advertising and graphic design before he was approached by director Otto Preminger to create the title sequence for Carmen Jones (1954). However, it was his work on Preminger’s The Man with the Golden Arm (1955) that truly marked the beginning of his influence. Instead of simply listing names, Bass used a combination of abstract imagery, stark lines, and bold typography to reflect the film's darker themes, such as addiction.

Bass’ minimalist yet powerful approach was radically different from the overly elaborate, theatrical title designs of the era. His use of typography was as much about function as it was form. In Psycho (1960), his fragmented text mirrored the film’s fractured psychological state, while in Vertigo (1958), the swirling spirals of the typography echoed the movie’s themes of obsession and confusion.

Typography as storytelling

What made Saul Bass’ work so impactful was his ability to tell a story through typography. His designs weren't just decorative; they were deeply intertwined with the films' narratives. In Vertigo, the disorienting type physically moved in spirals, visually representing the psychological unraveling of the protagonist. Similarly, in North by Northwest (1959), the clean, linear typography reflected the themes of confusion and mistaken identity central to the film's plot.

Typography, in Bass's hands, became a character of its own. His work was visually stunning, but it also served a practical purpose: setting the tone before a single line of dialogue was spoken. For Bass, every stroke of a letter and every choice of font was intentional, designed to evoke emotions and build anticipation.

A lasting influence on modern design

Saul Bass' legacy extends far beyond the films he worked on. His influence on contemporary title design is undeniable, inspiring generations of designers to follow in his footsteps. His use of bold typography, combined with abstract shapes and motion, continues to be echoed in modern title sequences.

One recent example is the work of designer Kyle Cooper, known for the titles of Se7en (1995) and American Horror Story. Cooper’s gritty, fragmented typography owes much to the groundwork laid by Bass. Similarly, minimalist type sequences in films like Drive (2011) and Moonlight (2016) show how the bold, expressive use of type has become a key tool in visual storytelling.

Saul Bass did more than just change title sequences; he forever altered the relationship between typography and cinema, ensuring that words on the screen could be just as evocative as the images that followed.