From simple marks such as crosses and triangles to sophisticated and multi-layered semiotic codes today, we’ve always been visually led when it comes it choosing what we want, and beer has always led the way. Beer and pubs have been around for 1000 years, and for most of that time the people drinking were illiterate – visual identity was vital in building recognition and loyalty. Ask any beer lover why they choose the beers they drink, and they’ll tell you it’s all about the taste. That may be true, but you need to see a beer and order it before you can find out what it tastes like. Today in Britain there are over 2500 breweries, most of whom brew an ever-changing range of different beers. On the bar of any decent pub, or shelves of a good bottle shop or supermarket beer aisle, the choice can be overwhelming. People make snap decisions so quickly we don’t even notice. And the design of a beer label, pump clip, bottle or can has to do a lot of work to stand out, get noticed, and suggest to the thirsty punter that here is a beer they will enjoy.