Can’t help being struck by the new design scheme used on Shepherd Neame pubs.  I’ve been roaming around Kent and Sussex quite a lot recently and they definitely make an impression.

The branding of pub chains is a thorny issue – should you make them all look like part of chain, or should you allow pubs to retain their individuality?  This scheme does both.  The red and gold makes them look premium, and the black and white pic evokes tradition.  You can tell its a Shep’s pub a mile off, yet each pub still feels like its own master.

The first wag who leaves a comment along the lines of “Yes, but why would you want to drink in one of their pubs – their beers are boring” wins a prize of – well – nothing whatsoever.  The old saying “Never judge a book by its cover” doesn’t stop thousands of people doing just that when faced with an overwhelming choice.  And I’ll bet this signage is attracting a greater proportion of passing casual trade than the pub ever did before it was introduced.