For 258 years Guinness has traveled around the world, contributing to the cultures where it landed, and in turn absorbing part of those cultures.

A beer that has evolved to reflect these cultures: bright and vibrant in Africa, modern and premium in Korea and symbol of the timeless heritage of the U.S. The Guinness brand world is known for its depth, for its local culture and for its great freedom to adapt in the world that it lives in.

That freedom is framed around four key brand and design elements that remain consistent everywhere: the brand DNA, which is power, goodness, and communion; the harp that unites Guinness past with its future; its design, light in the dark and rationality in the colors; and finally the people that believe in Guinness.