What’s more British than a Spitfire?

Nothing, apparently. When designer Jeremy Fisher was creating a new logo for exclusive tailor English Cut, he wanted an image which defined “The Best of British”.

A BBC story — reminiscent of the Australian values debate — suggested everything from gin and tonic to the National Health Service. But Fisher chose the iconic Spitfire fighter aircraft of WWII.

New English Cut logo

‘British’ used to be a byword for quality, trust, craftsmanship and innovation,” he says.

Thanks to Gaping Void for the pointer.