make do and mend

Branding and logos have long been used to instantaneously convey a variety of ideas and emotions simultaneously.

The shared response to these visual aids accomplishes  more than just selling products or company names – it unifies people culturally overall.

Graphic designer Mike Dempsey recently blogged about branding way back in the days of WW II and how it was used in fashion and furniture design to get everyone to pull together during this desperate time (the logo below looks super familiar):

The way we were

 Most people think of ‘branding’ as a relatively recent phenomenon. But during the Second World War, the Board of Trade introduced a rationing scheme called ‘Limitation of Supplies (Cloth and Apparel) Order 1941’. All items of clothing under this order were manufactured to specific standards and labelled with this mark:


It stood for ‘Civilian Clothing 1941’. Reginald Shipp, who worked at label makers Hargreaves, designed the logo. It quickly became known as ‘the cheeses’ for obvious reasons.


The CC41 logo was displayed in every Utility clothing item.

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