Lyle’s Golden Syrup, a beloved British baking staple, is undergoing a significant redesign for the first time in 140 years, sparking widespread public backlash. The iconic logo, featuring a lion carcass surrounded by bees, has long been a distinctive feature of the brand. The image was inspired by a story from the Old Testament, where Samson discovers bees swarming around a lion he had killed, symbolizing the phrase “Out of the strong came forth sweetness,” which has been printed on the label since its inception.
The redesign, initiated by Tate & Lyle Sugars, which now owns the brand, will retain the original logo on the classic syrup tins. However, a new design has been introduced for the syrup sold in plastic bottles and other products. The updated logo still features the lion but focuses solely on its face, with a single bee hovering above it, simplifying the design while retaining the brand’s green and gold color scheme.
James Whiteley, the brand director for Lyle’s Golden Syrup, explained that the redesign aims to modernize the brand while maintaining its nostalgic and authentic appeal. According to Whiteley, the new design will better resonate with today’s consumers, particularly younger audiences who may not be as familiar with the biblical reference.
Despite these intentions, the redesign has caused an uproar on social media, with many consumers expressing disappointment and frustration. Critics argue that the new logo lacks the distinctiveness of the original, making it appear more generic and losing its historical and religious significance. One user on X (formerly Twitter) claimed to be a descendant of Abram Lyle, the company’s founder, and expressed sadness over what he sees as the loss of a unique and familiar symbol.
The Church of England has also weighed in, criticizing the rebrand for erasing the Christian message that was central to the original logo. In response, Tate & Lyle Sugars issued an apology for any upset caused, clarifying that religion did not play a role in the decision to update the logo.
Graphic design experts have noted that while the redesign is likely to face resistance, such reactions are typical when altering a brand identity that has been around for over a century. Amrit Vin, a graphic designer and editor of the site Brand New, suggested that the company managed to strike a balance between honoring the original logo’s legacy and making it more adaptable for modern applications. He acknowledged, however, that the emotional connection consumers have with the old design makes such changes particularly challenging.
The broader context of this redesign reflects changing attitudes towards religious imagery in branding. As fewer people in the UK and the US identify with a specific religion, companies are increasingly cautious about incorporating overt religious symbols into their products. This trend is part of a larger effort to be more inclusive and appeal to a broader, more diverse audience.
Despite the controversy, the company appears committed to the new design, believing it necessary to keep the brand relevant in a changing marketplace. However, it remains to be seen whether the public will embrace the new look or if the attachment to the original logo will continue to fuel discontent.