Speight's Brewery admitted yesterday to tinkering with tradition by completing a major branding and packing project for Speight's Gold Medal Ale and the newly expanded range of beer.
But Speight's marketing manager Jonte Goldwater said Lion and Dow Design knew from consultation with consumers that any change in the Gold Medal Ale design would receive close scrutiny from hard-core fans.
"From its roots in the South, the Gold Medal Ale has earned a fiercely passionate following across the country, which we take very seriously."
Speight's Gold Medal Ale was proving to be as popular as ever and the company wanted to ensure it stayed that way, he said.
Refining the Gold Medal Ale label involved some subtle evolutionary adjustments.
Dow Design emphasised the gold at the centre of the roundel and reduced the cluttered and less relevant combination of messages.
The visual focus was now firmly on the leading elements - the arched logo across the top of the roundel, the triple stars, the signature of founder James Speight, and the statement "Master Brewers since 1876" referring to the brand's history.
"A keen eye might also pick up an evolution in logo type," Mr Goldwater said.
The Summit lager, and other beers and ciders in the Speight's newly expanded range, also received some brand tinkering.
