Cultivating brand potential


Made in Britain gets new visual identity

Posted by: Jo Briton

Categories: Branding,

Wed, 15 Jan 2014

Made in Britain, a movement that supports and promotes products manufactured in Britain, has a contemporary new visual identity.

The Made in Britain campaign was launched in 2011 by Liverpool-based kitchen company Stoves. The initial identity was created by Nottingham University student Cynthia Lee, who was appointed following a student competition run by Stoves.

In June 2013, in order to make it more suitable for use across a wide range of products, branding agency The Partners was commissioned to redesign the logo.

Inspired by the blue and red Union flag, the new Made in Britain marque could be used by “businesses which sell goods that have been manufactured or have undergone a final substantial change in Great Britain before sale”.

The colours that can be adapted according to its application across different products, brands and touchpoints. An arrow device is used, which can act as navigation on point-of-sale materials.

The companies and products covered by the initiative are approved by a committee formed in October 2013, comprising directors from UK-based manufacturers and leaders of other pro-UK manufacturing groups.

I really like the range of colours used, and although the old visual identity did the job it was looking tired, the new one is more contemporary and fits better with the products it is representing. What do you think?

Sources: Design Week and Design Taxi