Brand History

As regards to attaching this venture to a brand... my immediate thought was with the educated consumer, the witty, satirical intellectual, who can appreciate the work that the fashion industry does, but looks at it from an intelligent perspective and can point out its many flaws. This is a consumer, directly in line with the Guardian reader and hence the partnership.


The Guardian is the only full-colour National Daily newspaper in the UK, it is (in their words) 'the most modern and vibrant newspaper in the country'. It is a modern, progressive and exciting journalistic study. Innovative,The Guardian actively encourages debate and exerts influence.

They position themselves as having a 'fresh approach, individual and sometimes unconventional' style. Healthily sceptical, but not cynical, The Guardian is confident, intelligent and investigative.

Ok so here's the facts:

1821 – Saturday 5th May: Manchester Guardian launched as a weekly paper.

1959 – Title changed to ‘The Guardian’ to reflect the paper’s national and international coverage.

1999 – Guardian Unlimited launched.

Speaking of the Guardian Unlimited, it's the UK's largest online newspaper for the intellectual, discerning (read: sharp, astute, shrewd, perceptive, sensitive) user. Providing features with humour, irreverence and intelligent comment.

And this is what they think of themselves: ' Guardian Unlimited has a gift for capturing the Zeigeist, providing topical content.'

And for all of your out there just wondering about that 'Zeitgeist' word (Zeit = Time , Geist = spirit or ghost) - the spirit of the time… trend of thought and feeling in a period…the thinking of the time…