Glenfiddich’s new visual identity unveiled

William Grant & Sons has unveiled a striking new visual identity for its flagship single malt, Glenfiddich, marking a new chapter rooted in five generations of family heritage. The refreshed design blends modernity with tradition, drawing inspiration from the Glenfiddich family archive and the brand’s pioneering role in the 1960s, when it helped establish single malt Scotch whisky as a global category.

Set to roll out worldwide from April 2026, the redesign places renewed emphasis on the iconic stag, featured on the bottle since the 1960s and originally inspired by Sir Edwin Landseer’s 1851 painting The Monarch of the Glen. The refined stag motif captures the landscape of Glenfiddich’s Speyside home and is framed by the distillery’s founding year, 1887.

The wordmark has been reimagined in a contemporary sans-serif style, nodding to British type design and the brand’s 1960s bottles. The Grant family crest, bearing the motto “Stand Fast,” is now elevated and embossed, underscoring the family’s enduring custodianship.

Described as a “purposeful evolution,” the new identity embraces bold restraint, luxurious consistency and refined detailing. It was first revealed on the 2026 car of the Aston Martin Formula One Team as part of Glenfiddich’s ongoing partnership with the team and Aston Martin.