Brand VI Guide
Our Vision
MADE IN THE UK stands as a beacon of British heritage, capturing the essence of quality craftsmanship and the enduring legacy of UK manufacturing and services. Britain has a rich history of production and innovation, spanning centuries, that speaks to excellence in every aspect of its economy. In a world that increasingly values authenticity and heritage, MADE IN THE UK serves as a distinctive mark to elevate British products and services, reaffirming their quality and origin.
Our Campaign
This campaign celebrates the unique spirit of UK industries, from local manufacturers to service providers who embody British ingenuity and pride. Our aim is to support these businesses and promote a global understanding of the value that “Made in the UK” brings, encompassing everything from skillful artistry to modern technology, from rural to urban enterprises.
The strength of our brand lies in its ability to resonate globally, consistently presenting MADE IN THE UK as a symbol of trust, quality, and authenticity. This guide provides guidance on how to effectively and cohesively represent this identity across various platforms and products. Through consistent application, we aim to foster a unified image of British excellence that engages audiences worldwide and reinforces the unique British brand identity.
Unique Visual Identity
For MADE IN THE UK to achieve widespread recognition and resonance, a consistent visual identity is essential. This identity serves as the graphical representation of who we are and what we stand for, communicating the values of British craftsmanship, authenticity, and quality. The MADE IN THE UK mark instantly conveys these ideals, ensuring our brand stands out in the minds of global audiences.
In today’s media-saturated world, individuals are exposed to a constant stream of messages across a vast array of platforms. Our visual identity, with its unique combination of the Mini Union Jack and the legendary “Keep Calm” font, helps MADE IN THE UK capture attention and foster an unmistakable association with British origin and excellence.
The strength of our brand lies in its ability to resonate globally, consistently presenting MADE IN THE UK as a symbol of trust, quality, and authenticity. This guide provides guidance on how to effectively and cohesively represent this identity across various platforms and products. Through consistent application, we aim to foster a unified image of British excellence that engages audiences worldwide and reinforces the unique British brand identity.
Effective Communications
For MADE IN THE UK to achieve widespread recognition and resonance, a consistent visual identity is essential. This identity serves as the graphical representation of who we are and what we stand for, communicating the values of British craftsmanship, authenticity, and quality. The MADE IN THE UK mark instantly conveys these ideals, ensuring our brand stands out in the minds of global audiences.
For MADE IN THE UK to achieve maximum impact, all our communications—whether in print, digital, or other visual formats—must consistently adhere to our visual identity. A unified approach strengthens our brand’s global standing, presenting MADE IN THE UK as a distinctive mark of quality and origin.
To ensure successful communication, our messages align with three guiding principles:
Clarity
Our communications must be clear and consistent in both visual and verbal messaging. This consistency ensures that audiences can quickly identify and associate the MADE IN THE UK mark with British-made quality.
Impact
Our unique visual elements—particularly the Mini Union Jack and our chosen color scheme—create strong visual impact. We can amplify this impact by using bold, dynamic design and compelling language that reinforces the pride of British heritage.
Inspiration
MADE IN THE UK celebrates Britain’s tradition of excellence and inspires confidence in British products and services worldwide. As we continue to grow and promote this platform, we aim to inspire both consumers and UK businesses, fostering a renewed appreciation for British quality and encouraging the next generation of UK-based craftsmanship and innovation.
Basic VI Guide
The success of the MADE IN THE UK brand lies in the clear, consistent use of our visual elements, ensuring instant recognition and reinforcing our identity as a hallmark of British craftsmanship and quality. This guide offers instructions and examples to simplify the correct usage of these elements, helping our members to create a cohesive brand image while saving time and resources.
MADE IN THE UK Logo
Our logo, the cornerstone of our visual identity, features the Mini Union Jack—a simplified version of the Union Jack’s lower half, designed to maintain recognizability through minimalism and proportional precision. Paired with the iconic “Keep Calm” font, this design embodies British heritage and appeals across global markets.
Color Scheme
Our brand’s color palette includes the official MADE IN THE UK deep blue and red hues, chosen for their close association with the Union Jack. These colors symbolize trust and integrity, while reinforcing the logo’s connection to British heritage.
Typography
To ensure clarity and uniformity across all communications, the preferred typeface for professional MADE IN THE UK materials is the “Keep Calm” font for the main logo and branding. For general communication and digital use, we recommend clean and versatile typefaces like Arial or PT Sans for supplementary text, enhancing readability and accessibility across formats.
NOTE
Our brand elements, including the Mini Union Jack and the “Keep Calm” font, are valuable assets that identify MADE IN THE UK globally. For this reason, these elements must only be used as specified in this guide and should not be modified in any way. By applying these guidelines, businesses can effectively leverage the MADE IN THE UK identity, contributing to a strong, unified brand that celebrates British quality and origin.
Logo: Keyline
The MADE IN THE UK logo has a version with an added white keyline border to enhance visibility, particularly on dark or complex backgrounds. This keyline outline ensures that the logo retains clarity and prominence, even when applied against darker colors or intricate imagery.
This keyline version of the logo is intended exclusively for use on dark backgrounds or complex photographic backgrounds, where the added border maintains the integrity and recognizability of the MADE IN THE UK mark. For other backgrounds, please use the standard version of the logo without the keyline border, as shown in the following examples.
Free to Use
How we work for you?
The mark of is available for and used by members of Made in the UK platform. UK companies that apply for the membership will be asked to provide evidence and records that they manufacture their products in the UK.
Featured with legendary font “Keep Calm” and in house crafted “Mini Union Jack“, Made in the UK mark is the best solution for all British made products to indicate the Country of Origin, and promote the Britishness through this unique visual identity.
Why we are useful to you?
The structure of Made in the UK mark has been carefully redesigned to ensure best performance in various scenarios on different materials with all sizes.
The free download package includes:
- Adobe Illustrator format design file.
- JPG and PNG format files.
- SVG and PDF vector files.
