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New Logo for Made in Britain by The Partners
 

before

after

Reviewed Jan. 7, 2014 by Armin

Industry / Non-Profit Tags /

In 2011 Stoves, a British cooker manufacturer, launched an initiative to create a Made in Britain mark that gathered around one thousand businesses to support its use and generated a logo through a student design competition won by Cynthia Lee from Nottingham University who received £200 (and an LCD TV!). In December, the campaign for a logo that is better suited to “highlight the provenance of UK-made products” became a little more upscale with the formation of a dedicated nonprofit organization, Made in Britain Campaign, and a new logo designed by London-based The Partners.

Taking inspiration from the Union Flag, the new marque works as a directional device as well as a logo in its own right and has been designed to work across a range of media, materials and sizes to ensure it can be used by manufacturers of a wide range of products. It has also been designed to be localised by county or region.

Press release

New Logo for Made in Britain by The Partners
Logo detail.
New Logo for Made in Britain by The Partners
Icon detail. Notice that it changes “direction”.
New Logo for Made in Britain by The Partners
A few (not very spirited) prototype applications.

The old logo was a somewhat decent concept of a checkmark made of a strip of a Union Flag-like textile but the execution was far from exceptional, starting with the lack of importance placed on the “Made in” part of the logo — when used small, it just says “Britain!”. The new logo also looks to the Union Flag for inspiration, taking a quadrant from the 1700s Flag of Great Britain (as opposed to the more stripy Union Jack of today) which is a very recognizable visual cue and minimizing it to an arrow device that points to where the products are made: Britain, bitch. (You know, as in female dog bitch, no disrespect intended to my beloved readers). It’s smart, effective, and brutally simple. I also like that it can point in any of the four directions as an application, keeping a great reference to the flag. As a bonus for all of us, the logo is not set in the pervasively British Gill Sans! The only drawback I see is that the logo doesn’t work as well in single-color version, as it needs the blue-red-and-white trigger to identify it with the Union Flag. Nonetheless, a great symbol that with enough support and adoption could become fairly ubiquitous and recognizable.

Thanks to Huttson Lo for the tip.

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