Made In Britain, which celebrates and promotes the very best of British manufacturing, has unveiled a new brand identity and marque with The Partners.
Made In Britain builds on the success of a campaign initially created by Liverpool-based cooker manufacturer Stoves, which looked to indicate the British provenance of its own products, and was then rolled out to other manufacturers.
The design challenge The Partners had in creating the marque was unique in that it had to both be attractive to consumers, but also pragmatic enough for manufacturers to display across a wide range of different products.
Greg Quinton, creative partner at The Partners, explained: “This is something we really believe in, so we wanted to design a remarkable marque that embraced the extraordinary opportunity to promote the proud history and quality of British manufacturing. We feel incredibly honoured that our design is going to be at the forefront of this important campaign to help support British industry both in the UK and overseas.”
The agency took inspiration from the Union Jack flag, and the arrow can also be used to point to the product and draw the consumer’s eye.
Quinton added: “We hope that our new iteration of the marque will help Made In Britain to build on its prior success by providing a marque that works harder for manufacturers, allowing them to have some fun with it and really take ownership of the design. The chameleon nature of the marque means that it can remain sympathetic to the original brand it is championing, allowing the product itself to stand out as the hero. The marque needed to reflect the values of Made In Britain, celebrating quality and quintessentially British design, and we believe our creation does just that in a very pragmatic, user-friendly way.”
The Partners was brought on board by Anthony Wallis from Best of Britannia, one of the committee members, with the aim to create a visual identity that was representative of the ethos of the campaign – celebrating the quality of great British design.
What do you think of the new marque?