The Kent-based family business’s long-term project will impact all areas of the company, from its beer to its 330 pubs and hotels.
The new logo, with modern typography and its crook motif, aims to reflect the county’s world famous hops. Meanwhile, the arc is said to echo the Kentish landscape and features within the brewery.
Shepherd Neame’s chief executive Jonathan Neame said: “Our new identity takes inspiration from the brewery’s past and present.
“The project covers all aspects of this diverse company and articulates our brand positioning and the company’s strategic ambitions.”
Financials at a Glance
- +1.2%: Turnover increase for 2016
- +4.4%: Managed pub and hotel sales
- +3.1%: Wet sales
- +4.2%: Dry sales
- +11.7%: Accommodation sales
A spokesperson from the company said they are piloting design schemes to implement the new identity across the pub estate.
The new logo has already been revealed on the brewery’s website, point-of-sale merchandise and apparel since Wednesday 21 September.
Last week, Shepherd Neame also released its end-of-year results for the 52 weeks ending 25 June 2016, with the company’s turnover increasing to +1.2% to £139.9m.
Like-for-like managed pub and hotel sales were also up 4.4%, with a strong performance across wet (+3.1%) and dry sales (+4.2%) as well as accommodation (+11.7%).
At the time, Neame said: “In recent years, we have worked hard to improve the quality of our pub estate and modernise our brand portfolio.
“We have created a much stronger business with sustainable cash flows and the skills and ambition for further growth."
He added: “We have made a good start to the new financial year, with a particularly strong performance from our coastal pubs.”
Earlier this month, Shepherd Neame’s Spitfire Premium Kentish Ale won the Best Use of Competitions at the National Beer Marketing Awards.
The prize was awarded in recognition of the company’s Fly a Spitfire campaign to commemorate the 75th anniversary of the Battle of Britain.
As an official licenced partner to the RAF, the competition offered customers and consumers the opportunity to win a ‘Battle of Britain Experience’, flying a Tigermoth, a Harvard and a Spitfire plane all on the same day.
The competition raised more than £25,000 for the RAF Benevolent Fund thanks to thousands of donations from consumers.