THE Woolmark logo – the world’s most recognised textile brand - has been voted at number six in a poll to determine the top 10 Australian logos of all time.
The poll was conducted this month by Australian graphic design magazine, desktop, where votes were tallied from a panel of design industry experts and an online reader poll. Respondents were asked to list their top five logos.
Panel judge Zoe Pollitt, Eskimo Design, said the Woolmark logo won her vote because it was “classic, simple, pure and perfect”.
The poll outlined the Woolmark logo’s intriguing beginnings in 1963. It was created by Milanese designer Francesco Saroglia in response to a call by the International Wool Secretariat for a symbol that would stand for the quality of Australian wool.
But critics argue he never existed because there are few other references to his work and that it was more likely that one of the judges of the IWS competition – Franco Grignani, who died in 1999 – entered the competition himself under a pseudonym. The logo was said to be created using the prongs of a fork.
The Woolmark logo received wide acclaim last year, when in April it was announced as the number one logo of all time in the advertising, design and visual culture magazine Creative Review, which compiled a list of Australia’s top 20 logos.
The popularity of the Woolmark is only increasing, according to Australian Wool Innovation. Woolmark’s Facebook page topped 100,000 friends over the weekend, thanks to the We Love Wool and Fashion by Feelings campaigns.
Woolmark will be featuring more prominently in middle income customers with a new range of women’s Australian Merino thermals in Target stores this season.
Carrying the Woolmark logo, AWI says the fabric of the thermals is made from 100 per cent Australian 19.5 micron Merino wool, giving extra warmth and comfort.
Target’s business manager intimate apparel Sally Shing said the Woolmark brand added significant value to the company’s garments, complementing the Target’s brand as “a well-known mark of quality and value”.
AWI country manager Australia Stephen Feighan said Target was a significant retailer of Australian wool and urged woolgrowers to support their own product.
“Wherever we travel across Australia we are asked by woolgrowers where they can buy wool and here is a perfect opportunity to purchase great value woollen garments,” he said.
“Target sells a lot of wool across its large range of bedding and clothing including underwear. Target supports woolgrowers through this initiative and this is a great chance for woolgrowers to reciprocate.”
AWI says about 95 per cent of the Australian wool clip is sold at retail in the northern hemisphere and about 1pc of the clip is sold at retail in Australia.
desktop's top 10
3. City of Melbourne
4. Commonwealth Bank
7. Nine Network
8. Sydney 2000 Olympic games
9. Australia Post