Sheep in London launch the Campaign for Wool

The Campaign for Wool launched this week in London with two new logos designed by Tom Hingston Studio, and flocks of sheep taking over the streets of central London…

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Tom Hingston Studio was recently commissioned to create a more vibrant version of the traditional Woolmark and also design a logo for a new campaign to promote wool, which launched this week at several events in London designed to focus passers by attention on wool – such as this flock of yellow sheep spotted outside Selfridges…

Anyone who’s owned a nice wool sweater will recognise the Woolmark (shown above with other logos in the Woolmark family). It provides consumers with an assurance of quality, in much the same way that the Soil Association’s seal of approval gives shoppers a visual thumbs-up to bone fide, approved organic produce.

The Campaign for Wool is a new initiative by Woolmark that aims to increase consumer demand for wool and wool products which has, we’re told, been declining in recent years. “The whole thing is about the promotion of wool as a sustainable, viable fibre,” explains Tom Hingston about the project. “And it’s not just aimed at fashion, it’s about interiors, product design, built environment. Wool impacts all of those things as a fibre, as a material.”

Hingston’s studio, in collaboration with creative consultancy Keep, has created a new colourful version of the Woolmark (above), specifically for use in communication relating to the campaign. “The original Woolmark was designed in the 60s,” says Hingston. “But there’s a perception that it is tied to an older era – you’d only ever see it in black and white. It’s such a beautiful and iconic mark and we’ve grown up with it, so we looked at expressing it in different ways. Woolmark wanted us to infuse the original with a new vibrancy – which is why we introduced colour, layering and transparency.”

As well as creating the colourful redrawn Woolmark logo for use in the campaign, Tom Hingston Studio, again in collaboration with Keep, also created a logo for the campaign, featuring an illustrated sheep drawn in a calligraphic swashy style:

The campaign kicked off this week with in a series of events. Besides Selfridges’ yellow sheep, yet more sheep were in town this week. On Savile Row, no less…

Yes, that’s right, London’s Savile Row, famous for it’s bespoke tailoring, was closed to normal traffic for the day on Monday in order for the street to host Savile Row Field Day. To mark the occasion of the launch of the Campaign for Wool at the event, a flock of Exmoor Horn sheep were allowed to graze on specially laid turf along the road. Farmer Harry Parker (owner of the Exmoor Horn sheep – he’s the chap in the flat cap in the picture above) is, appropriately, dressed in a bespoke suit made of West of England tweed cloth which combines the wool of British Exmoor Horns (like his own) with merino wool to create super nice tweed.

Find out more about the Campaign for Wool at


  • Love the campaign for wool logo!

    Also, related and worthy of note, in the 1970’s there was an amazing Woolmark campaign which featured a photo of flock of sheep making the logo. (they really did it, no photoshop magic).

    LOOK –

    Sheep are great.

  • Doctor Black

    I’d like to see a promotion of crocodile skin.

  • Definitely not seen the T-Mobile geese-through-London ad before then .. 😉

  • Really great campaign, and the refreshed logo really works well (even if a little bit too Illustrator-y).

    The calligraphy sheep is an absolute winner.

  • matt

    Great stuff – and what a great brief to work on!

  • Grilla Login

    In Madrid, hundreds of sheep r herded thru the city centre by guys on horseback. It’s an annual tradition – a right of passage going back hundreds of years – quite surreal 2 witness.

  • Really nice and intelligent Woolmark update and the calligraphic sheep is timeless – cracking stuff Gromit.

  • Marc Atkinson

    Lovely – for once a logo updated in a respectful, delicate, considered, and crafted way. The result is something beautiful in my opinion.

    I’m not sure I believe any of this Gap hype anyway, but what a contrast in approach…

  • Chick Olsson ( woolgrower)

    The happiest people are the wool communitues around the world, who have seen new life breathed into the tired old Woolmark. A new beautiful design combined with the stylish HRH sheep is art and PR combined for such a great outcome. Well done to the design teams in London and congratulations to The Campaign for Wool team and HRH Prince Charles. Just superb.