Why the new Guinness logo doesn't signal the end of flat design

The Guinness logo redesign featured on Creative Bloq last week triggered a response on our social channels suggesting that this signals the death of flat design (with some celebrating this assertion!).

The redesign of one of the most famous brands around is certainly emblematic of a major design trend in recent years, but its departure from clean minimalism is not the main story here. It's much more about heritage, and authenticity.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.