The Shepherds’ Crook

A Symbol of Trust, Tradition and Traceability

Since 1972, the Shepherds’ Crook logo has stood proudly as the mark of genuine British wool. Instantly recognisable and steeped in meaning, it represents more than just a product label. It’s a symbol of trust, quality, and the rich heritage of British sheep farming.

The Birth of a Trusted Mark

In the early 1970s, British Wool recognised a growing need to help consumers identify and trust the wool grown by British farmers. Synthetic fibres were on the rise, and it became increasingly difficult to distinguish between authentic British wool and imported wool in the marketplace.

To protect both consumers and British sheep farmers. A product logo was developed – one that would act as a guarantee of origin and integrity. In 1972, The Shepherds’ Crook was officially launched and trademarked in 1984.

Why the Shepherds’ Crook?

The name and design were chosen with care. A shepherd’s crook is an iconic symbol of farming life – timeless, honest, and rooted in tradition. It evokes images of Britain’s pastoral landscapes, hardworking farmers, and the close relationship between shepherds and their flocks.

Much like a shepherd guiding and protecting their sheep, the logo would guide consumers toward making informed, ethical choices – and protect the reputation of British wool in an increasingly crowded market.

Product Guarantee

While the original Shepherds’ Crook logo launched in 1972 was a mark of pure British wool, the modern wool market has diversified – and so has our product labelling. As consumer expectations evolved and product innovation expanded, we developed a range of crook logos to provide greater clarity, transparency, and confidence around the wool content in each item.

Today, the Shepherds’ Crook comes in four clear tiers:

100% British wool – This original logo is proudly used on products that contain nothing but 100% British-grown wool.

Blend British wool – For products that combine British wool with other fibres, we created a version of the crook that clearly identifies the blend. This allows manufacturers flexibility while still proudly showcasing British-grown fibre.

Traceable British wool – This latest evolution in our collection, this version reflects our commitment to full transparency. It signifies that the wool can be traced back through the supply chain. Sometimes right down to the specific region or group of farms it came from. Perfect for conscious consumers and businesses that care about provenance and storytelling.

Regional Logos – In addition to the national Shepherds Crook mark, we’ve introduced regional logos like the Welsh Wool product logo and planned introduce more in the near future. These celebrate and promote the unique heritage, quality, and provenance of wool grown in specific areas. Helping regional products stand out while still aligning with the trusted British Wool standards.

Each version retains the visual essence of the crook symbol. Connecting all levels of product content back to the trusted quality and values of British wool.

By evolving the crook into a tiered system, we’re helping more businesses tell honest product stories and giving customers the clarity they deserve when choosing wool.