The brand refresh follows extensive market research to understand the brand perception in both the UK and abroad.
David continued: "As a business, we continue to flourish and our aim is to remain relevant in ever-changing markets, whilst maintaining our founding principles of quality, integrity and reliability.
"We will continue to deliver timeless pieces, which are built to last a lifetime. However, being old doesn't mean you have to be old fashioned and our new brand identity truly defines the essence of Shaws of Darwen."
Kevin Guy is a Master Craftsman at the Darwen factory, responsible for getting the sinks ready to be glazed using his hands and tools to ensure each one is perfect, but has worked in nearly every role at Shaws over the past 30 years. His family has a very special connection with the company.
Kevin commented: "There has been a Guy or a Johnson (my mother's family) employed at Shaws since it began 120 years ago. The Johnson's helped set the factory up by building a road to it. Everyone in my family has worked here - great grandparents, grandparents, mum, dad, brother, nephews, now it's my son, his stepbrothers and also me.
Drawing inspiration from the original logo design, created in 1897, our new logo is instantly recognizable and will serve to operate as a mark of quality, across all of the Shaws of Darwen product ranges.