StudioDBD

An old car park in Ashton-in-Makerfield is becoming a new public square/market place.

And with it comes a new identity for Ashton-in-Makerfield.

I’m really pleased to finally share Ashton Square, a new destination brand created for Wigan Council and the people of Ashton-in-Makerfield.

I spent a lot of time talking to and engaging with people in the area. At a time when Ashton was attracting plenty of national attention for political reasons, I wanted to look beyond the headlines and understand the stories, character, heritage and people that really make the place what it is.

The idea started with something that has always been part of Ashton...Making.

Ashton was built by people who made things. And that spirit hasn’t gone away. People still make things, make memories, make connections, make celebrations and make communities.

So we created Made in Makerfield - A platform designed to grow and develop with the people who use the square.

The bespoke wordmark for ASHTON SQUARE takes typographic inspiration from Ashton’s history of hinge making, translating the forms of hinges and locks into bold, distinctive letterforms.

The wider identity draws further inspiration from other mechanical forms, tools and crafted components, alongside warmer colours and people-focused imagery. Ribbon-like elements reference Ashton’s Walking Day tradition and its connection to the historic market site. It was the place where families once came to buy the ribbons used to make dresses, banners and decorations for the celebrations.

The result is deliberately confident, practical and full of character. Reflecting what the people of Ashton asked for. A brand that celebrates the town for what it is, rather than apologising for it.

And importantly, it’s meant to be unfinished. Because the brand is designed to continue to be made by the people who use the square.

Ashton Square is currently taking shape and is due to open next year. I can’t wait to see what gets made there and how this project continues to develop. Follow @ashton.square for more information.

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