New Bespoke Guild Mark chairman introduces modern branding to mark new era

The Furniture Makers’ Company, the City of London livery company and charity for the furnishing industry, has appointed noted interior designer and broadcaster Daniel Hopwood as chairman of its prestigious Bespoke Guild Mark, who has wasted no time in implementing positive changes with the launch of a modern brand identity.

Daniel, who has 27 years’ experience in residential and commercial design, joined as chairman of the Bespoke Guild Mark committee in 2020. Over the past six months, he has been working with the committee on plans to relaunch the award into the sector with the aim of inspiring a new generation of makers to apply for the designation of excellence.

The new logo features a contemporary interpretation of a B that subtly exudes forward thinking and innovation. The design is complemented by a rich purple colourway to represent the grandeur and pedigree of the award. The branding aims to better resonate with the award’s intended demographic – aspiring and established designers-makers.

The new identity was developed by creative agency DayOne Design Studio and replaces the Bespoke Guild Mark’s traditional branding featuring The Furniture Makers’ Company’s coat of arms. It has been designed with digital communication in mind, with the Bespoke Guild Mark looking to develop the award’s social media presence.

Daniel Hopwood, Bespoke Guild Mark chairman, said: “The Bespoke Guild Mark is a highly prestigious award with its roots dating back to the early years of The Furniture Makers’ Company’s formation. I am thrilled to have been chosen by the Company to drive its longest running award that recognises the gifted traditional craftspeople within the UK. The award has continued to evolve and the contemporary, yet elegant branding is a catalyst for the next chapter of the Bespoke Guild Mark as we look to encourage a new generation of exceptionally talented designers and makers to join the ranks of some of their mentors and heroes from the design and making community.”

The Bespoke Guild Mark is the ultimate accolade for designer-makers, recognising excellence in design, materials, craftsmanship and function for exquisite pieces of furniture made as single items or a limited run of up to 12. It is awarded to beautifully crafted pieces of bespoke furniture and, since its launch in 1958, has been the apex of distinctions for UK designer-makers.

Pieces awarded a Bespoke Guild Mark are recognisably items of quality and distinction, and to substantiate and promote this accolade, Bespoke Guild Mark holders receive a certificate of authentication, PR opportunities, permission to use the Bespoke Guild Mark branding in communication materials and automatic consideration for the annual Claxton Stevens Prize – a £1,000 prize awarded to the best Bespoke Guild Mark awarded piece of the year.

In addition to celebrating the creativity, skilled craftsmanship and technical ability of Britain’s established designer-makers who win an award, the Bespoke Guild Mark provides invaluable expertise and insight to unsuccessful applicants to further improve their craft for the future.