Counter Studio

The British Hat Guild



Identity design

Originally founded in Luton in the 1950s by a group of established hat manufacturers, The British Hat Guild could never have been considered ‘one of the old guilds’, despite the ancient craft it represented. But by the time the guild disbanded in 2003, it left this historic trade with no formal association or collective focal point.

Until now. 

Launching in May 2019 and spearheaded by a group of the country’s foremost milliners, makers and hat experts, including; Philip Treacy, Noel Stewart, Rachel Trevor-Morgan, Edwina Ibbotson, Jane Smith and chaired by the world renowned Stephen Jones OBE, the newly-revitalised Guild has been born out of a shared vision to preserve and promote the heritage, craft and future of British hat making.

While hat making has a long established and important heritage, the guild is an entirely new entity, and the new identity needed to reflect this balance. The aim was to create something bold, smart and contemporary, while also being classic enough to acknowledge its past.

Originally, the idea of crests and more traditional approaches had been discussed, but these felt disingenuous and too backwards looking for what is in reality a modern organisation, no matter how old the industry it represents is. Instead the identity is built around something a little more timeless – a simple H symbol that has a little nod to hats at its heart, combined with paired back but refined visual language. 

The new brand represents the guild in most simple, engaging and inclusive way.

Animation by
The logotype is based on the font FS Cattle by