Whitby Morrison is the world’s leading manufacturer of ice cream vans. Founded in 1962, this family-run business has become a cornerstone of British summertime. As they looked to introduce front-facing badges for the first time and later transitioned to fully electric models, Diametric was chosen to deliver a highly durable, premium and cost-effective badging solution.
Whitby Morrison
Automotive
Injection Moulding
Back in 2013 Whitby Morrison approached Diametric with a new concept. They wanted to add a front-facing badge to their vehicles to enhance brand visibility and give their vans a more distinctive finish. As it was their first time exploring vehicle badging they required a solution that offered uncompromising quality, exterior durability and strict cost-efficiency from the outset.
A decade later in 2023 a new challenge emerged. As the company prepared to launch its first fully electric models they needed to refresh the nose badge to reflect this modern direction. The updated design had to acknowledge the shift to electric power while staying entirely true to their established and highly recognisable visual identity.
We began the initial project by supplying a variety of physical badge samples across different materials including aluminium, Tufflex resin and injection moulded options. The original concept leaned toward a resin badge but this would have required a bespoke plinth and entirely new tooling which added significant cost to the project.
Instead we recommended an embossed aluminium badge mounted on an injection moulded plinth sourced directly from our existing tooling library. This provided Whitby Morrison with the premium look they desired while keeping costs manageable and lead times exceptionally short.
When the time came to evolve the design for the new electric fleet we worked closely with their team to refresh the badge subtly and effectively. The updated design utilises the exact same proven materials and construction methods to ensure it performs flawlessly year-round from summer heatwaves to heavy downpours.
The final badge delivered a smart and long-lasting identity to the front of every Whitby Morrison van. The embossed aluminium detailing adds a tactile high-end finish while the tried-and-tested plinth ensures absolute durability in all weathers. The original design has been seen on thousands of vans globally and the refined 2024 electric vehicle badge is now rolling out successfully across the new fleet.
