Station Road in Croydon is hardly the world’s most glamourous street. A winding row of semi-derelict buildings squashed up against mobile phone repair shops. However, up above a boarded up shop called ‘itters needs’, I spotted the greatest logo ever created.
Just hanging in there.
This logo is the Woolmark logo, created back in 1964. It’s a stunningly simple solution attributed to Italian designer Franco Grignani, however there is a slightly unusual story behind it. Although the Alliance Graphique International (AGI) credit him with the design, they mention that he had entered the logo into a competition under the name of ‘Francesco Saroglia’. A year previously, The International Wool Secretariat (IWS) had organized a competition to design a new logo for Woolmark, and they appointed Grignani as one of the judges to choose a winner from the submitted logos. The story goes that Grignani was unimpressed by what he saw, but entered one of his studies for a new logo under that pseudonym – the subject matter was perfect for his style after all. And that logo was chosen as the instantly recognisable trademark for wool that we all know today.