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.
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.