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.
The Partners was appointed to create the new marque by committee member Anthony Wallis from Best of Britannia, a London-based pop-up department store selling exclusively British products.
The new identity is based around a marque that can be applied to the numerous brands and products that fall under the Made in Britain banner, to allow manufactures to ‘take ownership of the design’, says The Partners.
The marque is based around the Union Jack flag, with 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 identity aims to ‘celebrate the quality of great British design’, according to The Partners, with a look and feel that has to be ‘attractive to consumers, but also pragmatic enough for manufacturers to display across a wide range of different products’.
Greg Quinton, The Partners executive creative partner, says, ‘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’.
He adds, ‘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 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.