About Guinness World Records

The Guinness World Records Brand

Purpose

We inspire people - individuals, families, schools, teams, groups, companies and communities – of any age, in any city or country.

We want that inspiration to come from reading, watching, listening to and participating in record breaking.

We don’t define or recognise success in a conventional or limited way and so draw upon the entire range of superlatives to help people realise their potential and to re-examine the world.

 

Vision

To make the amazing official.

 

Mission

To be the ultimate global authority on record breaking.

That means we research, measure, document and authorise the world’s superlatives, from which we create world class products that entertain, inform and inspire people through our unique window on the world.

 

Values

  • Integrity: of our records, assessing claims with objectivity and enthusiasm and free from prejudice or bias. This integrity extends to our people, the way we act, the way we do business and the way we make decisions.
  • Respect: for our record holders and challengers, our brand, our people, our business partners and our owner.
  • Inclusiveness: we believe in offering record breaking for everyone, everywhere.
  • Passion: in our enthusiasm about records and record holders, our brand and purpose, our people, and how we demonstrate that in our work and to our customers.