Lyle’s Golden Syrup has dropped its iconic dead lion logo, which has been in use for over 150 years, in favour of a more streamlined version for its ‘squeezy’ bottle range.
The logo is currently the world’s longest continually-used brand packaging, has been on Lyle’s Golden Syrup tins ever since 1883 and references the biblical story of Samson slaying a lion displaying the quotation “out of the strong came forth sweetness.”
Samson’s dead feline has now been replaced by a simplified lion head accompanied by a solitary bee, with the new logo appearing on the brand’s squeezy bottle range and on its website banners. Its traditional golden syrup tins however will retain the historic image.
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“A successful brand with a solid reputation probably has more to lose than gain by going for a new logo. The redrawn lion is so stylised as to lack clarity at first glance, whereas the old lion is clearly a lion: it is what it looks like on the tin,” speaking to the Daily Mail, Royal Fine Art Commission Trust executive director, Robert Bargery said.
“But who knows, Golden Syrup may soon be as stigmatised as cigarettes, so the lively rebrand of a dead lion may excite a sugar rush among the avocado-on-toast generation.”
Bargery’s assumptions have already caused quite a stir in the tabloid press, with numerous red top outlets labelling the logo as ‘wokeism’s’ latest victim.
On the rebrand, Lyle’s Golden Syrup brand director James Whiteley said: “While we’ll continue to honour our original branding with the heritage tin, consumers need to see brands moving with the times and meeting their current needs.
“Our fresh, contemporary design brings Lyle’s into the modern day, appealing to the everyday British household while still feeling nostalgic and authentically Lyle’s.
He added: “We’re confident that the fresh new design will make it easier for consumers to discover Lyle’s as an affordable, everyday treat, while re-establishing the brand as the go-to syrup brand for the modern UK family, featuring the same delicious taste that makes you feel Absolutely Golden.”
