World's oldest unchanged logo holding Guinness world record gets a new look after 141 years - Know why

In a bold move aimed at resonating with today’s consumers, Lyle’s Golden Syrup has announced a long-awaited rebranding initiative. The Guinness World Records as the oldest logo unchanged Lyle’s Golden Syrup has changed its logo to cater the modern UK customers.

Since its inception in 1881 by Abram Lyle, Lyle’s Golden Syrup has been a symbol of tradition and sweetness. The iconic green tin adorned with a majestic lion and a swarm of bees has stood the test of time, remaining virtually untouched since 1883. Inspired by the biblical tale of Samson and the lion, the symbolism of strength yielding sweetness has been a cornerstone of the brand's identity for over a century.

Lyle’s golden syrup was founded in 1881 by business veteran Abram Lyle as a sugar refinery on the Thames in East London. The company produces a rich golden and smooth treacly syrup. Calling it ‘Goldie’, Lyle starts selling it from wooden casks. Before long he was supplying a tonne a week to grocers across London.

In 2006, Lyle's golden syrup has been awarded as the oldest branding (packaging) by Guinness World Record. The body says, "The same packaging has been maintained since 1885 with only slight technical changes during the war due to shortages of materials."

Brand Revamp

Recognizing the evolving needs of the modern UK family, the brand seeks to breathe new life into its image while preserving its rich heritage. The new logo, featuring a lion's face and a single bee, symbolizes a fresh chapter for the beloved syrup.

Old Heritage Continues

Amidst the revitalization efforts, Lyle’s Golden Syrup remains steadfast in its commitment to honoring tradition. The classic tin, adorned with the timeless illustration of a lion and bees, will continue to be available for those who cherish the brand's storied history.

James Whiteley, brand director for Lyle’s Golden Syrup, expressed excitement about the brand's evolution. Recognizing the importance of staying relevant in today's dynamic market, Whiteley emphasized the significance of meeting the current needs of consumers. With the rebranding initiative, Lyle’s Golden Syrup aims to strike a balance between honoring its roots and embracing the future, ensuring its continued success for generations to come.