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The Glenlivet distills its brand identity introducing simplified signifier

Single-malt whisky brand The Glenlivet has engaged SomeOne to create a more distinctive, universally-understood brand identity.

Working with long-time collaborator and master craftsman Christopher Wormell, SomeOne has crafted a new brand signifier inspired by the packhorse bridge over the River Livet which flows through the distillery estate and is the water source for the whisky.

“Hundreds of years old and still standing strong, the bridge helped early bootleggers distribute their whisky undetected,” explained Tom Myers, senior designer on the project. “It is this bridge that was identified for the new signifier, spiralling out from the centre of a perfect circle.”

Alongside the signifier, the wider Glenlivet branding has also been refreshed with a confident new look removing the additions, decorations and adornments from previous iterations with simplicity, colour and form central to the new look.

David Law, SomeOne co-founder, commented: “Sometimes in design, as in whisky, distillation is key…small can be clever too.”

The new identity has begun rolling out with the brand being refreshed over the coming months.

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