One of the world's best logos doesn't belong to a commercial brand at all – but who designed it?
Formed from five black bands that crisscross to form a traditional skein of wool, the Woolmark logo is soft, elegant and organic. It's perfectly suited for its purpose: representing the use of pure wool in a product. The logo is officially credited to Francesco Saroglia, as the winner of a design competition. Nothing further is known about Saroglia, however, and it's believed that Italian designer Franco Grignani was responsible for the logo.
This indicates that the product comprises 50-99 per cent pure wool mixed with other materials, indicated by the white stripes.
This indicates that the product contains 30-49 percent pure wool. Here, the white areas indicating other materials are much larger.
Aimed largely at the emerging Chinese market, the Gold logo indicates clothing made from extremely high-grade Merino wool fibres that have been spun by an accredited weaver.
A mark of quality
Simplicity is often the key quality of a perfect logo. So what could be more representative of a mark that's meant to signify a garment is made of pure wool than an elegantly drawn skein of wool? The logo is elegant and instantly recognisable without being overly detailed.
Because it's instantly recognisable, the mark also speaks of the qualities of wool. "In an age where we've moved far too quickly to synthetic fibres and disposability, there's something reassuring and positive about a mark that represents a natural, renewable resource," enthuses Rob Langtry, global chief strategy and marketing officer at Woolmark.
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