Guinness World Records is the global authority on all things record-breaking. But with offices in the UK, US, China, Japan, and the UAE, as well as adjudicators scattered around the world, their brand had become weary and muddled.

We designed a new look and feel that aligns with their mission ‘to inspire a sense of wonder’. The updated visual identity places the record-breakers in the spotlight, bringing the excitement back to the brand.

© Definition