And there we were thinking that you couldn't improve on perfection.
Dolmen, an Irish company, has been charged with changing Guinness's branding across the globe.
Luckily, the Black Gold itself will stay the same, and the changes come after the decision to change the
famous harp logo earlier this year.
Chris Murphy, design director and CEO of Dolmen, said: "We are thrilled to have been invited by the Guinness Global Brand to collaborate as strategic partners with other leading create agencies on the design, development and delivery of an exciting new vision for how Guinness shows up in bars across the world to consumers.
"Guinness is such an iconic, well-known brand and it’s a wonderful opportunity for us to collaborate with a company that has displayed a consistent commitment to excellence for centuries."
Over 10 million glasses of Guinness are consumed daily across the world, and there are breweries in Ireland, Malaysia and three in Africa.
It is sold in over 150 countries worldwide.
