Wolff Olins wins Guinness, GrandMet identity account

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LONDON -- Guinness and Grand Metropolitan, which announced merger plans on May 12, have appointed Wolff Olins to work on the corporate identity of the new, combined group to be called GMG Brands.

The new branded food and drink giant will include four businesses: UDV, the combined spirits and wines businesses of United Distillers and International Distillers & Vintners, Guinness Brewing Worldwide, Pillsbury and Burger King.

During the months while GMG Brands awaits regulatory and shareholder approval, the new group will examine options for identities for both the new group and the UDV businesses. The design consultants will look at possible identities and logos for the new parent company as well as a logo for UDV (United Distillers & Vintners). Wolf Olins' brief does not extend into the brand portfolios of the four business, which will remain unaffected by the creation of GMG Brands.

Copyright May 1997, Crain Communications Inc.

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