Stoves wanted to involve more pro-British manufacturing people in a committee they had formed to help manage and distribute the design.

Kate Hills of Make it British joined as one of the directors of the non-profit campaign on the proviso that the logo be redesigned.

In June 2013 The Partners were commissioned for the redesign.

Made in Britain logoMade in Britain logo, by 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.”

Quoted from

The Partners were asked to ensure that a British typeface was used, with the final choice being Phil Garnham’s FS Emeric.

Made in Britain logo

Applications to use the new logo can be made on the member-funded campaign website, with costs split depending on company turnover.

Turnover under £1m per annum = £100 a year membership
Turnover between £1m and £8m = £300 a year membership
Turnover between £8m and £40m = £1000 a year membership
Turnover over £40m = £1500 a year membership

Accreditation is given to businesses selling goods that have been “manufactured or have undergone a final substantial change in Great Britain before sale.”

Made in Britain logo

Made in Britain logo

Previous Made in Britain logoPrevious Made in Britain logo

More info on the Made in Britain Campaign website.

Via Kevin Lan.

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January 6, 2014


I typically don’t comment on logos and rebrands but this is nice. Solid mark. The type gets the job done, but my OCD self is stressing over the fact that the ‘I’ in ‘IN’ and ‘Britain’ don’t line up.

Pretty clever and you can instantly see its directive purpose. I’m not sure about the chunkiness of the red arrow, although it certainly magnifies the intended effect.

It can be rewarding to look at a photo of whatever real-life object is pertinent to a logo design, and clip sections of it out using various shapes. The human brain does an excellent job “filling in the blanks” of what’s missing in a picture, even if given little input, and the end result can have great aesthetic appeal.

Just a tip for when you’re starved for creativity.

I think this marque is strongest when in Union Jack colours and being used as a pointer. I wanted to see an example of this being done so I went to the madeingb site. It is also worth thinking about what the flag means to people, it’s not always a positive notion. I wonder if The Partners did any market research on this.

I like the design, one question though… how is it applied? Is it with the arrow pointing down or up? I see it here applied both ways. The problem is when it’s used pointing downward it communicates inferior lower quality. When the arrow is pointing upwards it works much better, projecting high value.

Sorry, I don’t like it, having seen if for the first time several weeks ago. My eye is instantly drawn to the fact that the two IN’s at the end of each line do not line up perfectly – this distracts my eyes.

I also don’t like the wishy-washy blue. I know that the designers were probably keen not to use the ‘stereotypical’ red white and blue colours of the Union flag but in my mind the blue completely fails to impact, inspire, uplift or encourage.

Finally, I find something nationalistic in the Arrow application – I can’t quite put my finger on it, but it doesn’t feel right and anyway the notion of ‘Britain’ as an entity may well be past its sell by date in anything other than political union (quite possibly that neither after the Scottish referendum on independence).

I’m sorry, overall I feel it’s a fail.

I have no problem with the logo itself, though there’s certainly nothing groundbreaking about it, but why oh why don’t the two ‘I’s line up? It offends my eye every time I look at it and I’m amazed that The Partners haven’t tidied it up.

No doubt there’ll be a press release very soon stressing how the misalignment of the two ‘I’s visually represents the quirkiness of British culture.

Found your blog last week, dove threw the articles, then purchased your book. It arrived today and I’m almost done with it. Well-written, insightful, and a very valuable resource. Thank you!

I have to agree, this mark as two major issues:

1. Not lining up the two ‘I’s.
2. Not standardizing the direction of the arrow.

I won’t judge the blue as it seems the colors will change based on application.

Yep, the two I’s drive me a little nuts. But I like that the mark itself can be rotated any which way and still be a corner of the flag. Very nice.

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