Midland Counties Dairy Ltd., Birmingham. Horse-drawn vehicle designed by Consultants, Ltd., London, c1939
Ah, fond memories of the old Midland Counties Dairy who had premises I recall in the now massively changed area around Lancaster Place in Birmingham as well as that sadly lost glass fronted milk bottling plant in Wolverhampton where you could watch things happen! The company had its origins in Wolverhampton where in c1898 two Lancastrians set up a ginger beer company that by c1913 had evolved into Midland Counties Dairy along with milk and in time ice cream manufacturing. As a child in West Bromwich it was the latter that held a lot of appeal! The company passed to Unigate in the 1960s and then to Lyons Maid in the 1970s and the rest is history.
This marvellously 'streamlined' horse drawn milkman's float was designed as part of a c1939 make over of the company's branding and corporate identity by Consultants Ltd. of London, a company that included Frank Mortimer, John Tandy, Albert Smith and Colin Ashton. I wonder if this makeover fell by the wayside in the war years but the crisp typographical treatment of the lettering and the almost woodcut-like logo are rather fine. I can't recall seeing any other use of these brand elements.
Midland Counties Dairy Ltd., Birmingham. Horse-drawn vehicle designed by Consultants, Ltd., London, c1939
Ah, fond memories of the old Midland Counties Dairy who had premises I recall in the now massively changed area around Lancaster Place in Birmingham as well as that sadly lost glass fronted milk bottling plant in Wolverhampton where you could watch things happen! The company had its origins in Wolverhampton where in c1898 two Lancastrians set up a ginger beer company that by c1913 had evolved into Midland Counties Dairy along with milk and in time ice cream manufacturing. As a child in West Bromwich it was the latter that held a lot of appeal! The company passed to Unigate in the 1960s and then to Lyons Maid in the 1970s and the rest is history.
This marvellously 'streamlined' horse drawn milkman's float was designed as part of a c1939 make over of the company's branding and corporate identity by Consultants Ltd. of London, a company that included Frank Mortimer, John Tandy, Albert Smith and Colin Ashton. I wonder if this makeover fell by the wayside in the war years but the crisp typographical treatment of the lettering and the almost woodcut-like logo are rather fine. I can't recall seeing any other use of these brand elements.