Having carried out the last major rebranding of UK-based fine knitwear maker John Smedley some 20 years ago, Colin Scott of Sheffield-based studio The Workshop was in a better position than most to determine where the design should go next.
John Smedley is about to celebrate its 250th anniversary so it seemed like a good time to redefine elements that had started to become disparate. Scott researched old Smedley catalogues and literature to find the sans serif face used in the reworked logo. Fine details were added with the help of lettering specialist Peter Horridge. A second version, with a swash on the letter ‘S’, was also created for the Smedley womenswear range.
Scott has also reintroduced a jay bird symbol that was once used as Smedley’s mark. The jay now sits on top of the ‘S’ in Smedley, as shown in the embossed version.