DIAGEO: The merger of Guinness and Grand Metropolitan P.L.C.

A use of identity, by a leader

New: Diageo P.L.C.

Launched: Announced 10/29/97, traded 12/18

Formerly: Guinness PLC , and Grand Metropolitan PLC

Story in brief:
A $37 billion deal, in market value... the merger of global food and drink giants (the parents of Pillsbury, Green Giant, Burger King and many booze brands) to create a supernova Wall Street brand

Credits:
C.E.O. - John McGrath
Identity counsel, naming, design - Wolff-Olins (UK)

First Impressions:
Diageo is a great short name... if a bit strange at first, at least to Americans... a name which fits a global leader. The wordmark is appropriately simple, corporate, and lets the name be the hero.