Crafted with Pride in America’s objective was to stimulate comparisons between products made in a the USA and those manufactured any place else. In the early 80s new legislation required all foreign-made textile products to be clearly labeled with their country of origin. A coalition of American apparel manufacturers saw an opportunity to present their products for direct comparison with their foreign-made counterparts. Their feeling was that in the case of a perceived tie for quality and price between two items, “American Made” would get the benefit of the doubt from consumers who wanted to buy American made products.
P O S I T I O N I N G : The trademark and standards manual was designed with very few limitations on how the trademark could be applied. However, to encourage consistent application of the trademark for the more than 35,000 manufacturers, the image came in only two forms - circled and flush left. With so many different and diverse organizations wanting to identify themselves with the United States was inevitable that the consistent application of the trademark would be challenging.