Arthur's Way is a way-marked heritage-based trail on north Kildare. The project was carried out on behalf of Kildare Fáilte. The first part of the brief was to come up with a brand. This was going to feature on a wide range of media, including signage along the route (large information boards, marker posts and road and street signs), printed leaflets and online.
To see more about the signage aspect of this project, see the signage page. The logo was created primarily to exist on a black background (as a nod towards the famous creation of the great man, Arthur Guinness) but it also appears on occasion as a more standard black on white logo. A tagline ("in the footsteps of Arthur Guinness") was also created to sit with the main logo. The overall branding has several variations on a theme, depending on where it is to be used.
The vector-style graphic takes its lead from one of the few surviving portraits of Arthur Guinness. In some variations, where the logo appears more as a logotype without the stylised head, the famous face appears in full colour.
Just for the record, the 'black stuff', as Guinness stout is known as all over the world, is not technically black. You can of course choose not to believe us, but more fun can be had from a simple experiment whereby you retire to your nearest hostelry that supplies the famous brew, buy a pint, take it outdoors and gaze into the inky darkness. Let the nitrogen bubbles do their magic (with the whole 'bubbles are going down instead of up' trick), and when it's settled, observe the actual colour of a pint of Guinness.
At this point in the ad on the radio, someone tells us to 'always drink responsibly' and we're nothing if not responsible here at the Drawing Board, so do as he says!