August 15, 2008 - Australian Wool Innovation (AWI) has launched a new-looking Woolmark logo and a new, exclusive Australian Merino brand, which AWI Chief Executive Officer Craig Welsh says are the result of work "over many months to develop a brand stable that offers new and existing licensees tangible benefits for using Australian Merino wool."

An AWI spokesperson has said that the new Woolmark is designed to appeal to "today's smarter, greener world" and that it has been launched in response to research showing that consumers demand to know more about the products they use.

"The Woolmark logo has evolved," said the spokesperson. "Its new lines suggest movement and a lightness of texture - a key part of the brand strategy. Overall, it has been more finely crafted, showing an appreciation for design and detail, which reflects that of its buyers."

AWI's new Australian Merino brand is also geared towards positioning Australian Merino wool as a fiber of the highest quality. The brand represents an evolution of the Australian Merino bicentenary logo which was first showcased on the global stage last year.

"The Australian Merino brand is reserved exclusively for use on the finest quality apparel. It is offered only to the world's most discerning designers, manufacturers and retailers, with invitations extended to those who share AWI's passion for the finest apparel," concluded the spokesperson.
Reprinted from the Wool Record Weekly

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