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How to use your Which? Trusted trader icon

All Which? Trusted traders have exclusive rights to use the Trusted trader icon, enabling you to stand out from the crowd. So if you haven’t already, why not shout about your endorsement and let the world know about it?

In this article

One of the biggest benefits of being a Which? Trusted trader is being able to proudly show off your Which? Trusted Trader logo. This stamp of approval lets consumers know your business has been vetted and assessed by Which? assessors and you have successfully passed the rigorous assessment process.

When using the Which? Trusted trader icon, remember:

  • Only currently endorsed Which? Trusted traders are licensed to use the logo. It should not be used by traders who have left the scheme, Which? Local traders or any other trader
  • Don’t alter or modify the icon in anyway (stretching, customising or changing the direction of the arrow is not permitted)
  • The icon must be used in black and white or in the specified pantone colours (check with your account manager for guidance if you're unsure)

For online use, remember:

  • You can insert a hypertext link within the icon that directs to the Which? Trusted Traders homepage or to your own personal profile page
  • It must be big enough - no smaller than 105 x 85 pixels

Showcase your endorsement

Not everybody makes it through the accreditation process. If you've managed to become a Which? Trusted trader, it's worth shouting about. You can put the logo on paperwork, mugs, workwear, business vehicles, banners, signage - the sky's the limit. Here’s how some of our traders have been taking their brand advocacy to the next level.

Business Vehicles

As part of your welcome pack, you'll receive a set of stickers from us that can easily be transferred to your business vehicles. You can also consider signage, as these endorsed business have done.

Remember - you'll receive more stickers as part of your annual re-assessment, but you can always contact your account manager if you need a top up. Here's some examples from Back 2 Market.

Business websites

If you have your own website, then you can make a great first impression on your visitors by showing off your endorsement. Some of our traders have added an image of the logo to their homepage carousel. You can also use your footers and 'About us' sections. Here are a few examples courtesy of Andre Upholstery, Britelite Windows Ltd & Lords Conservatory Repairs.


Social Media

If your business has a social media presence, then why not add the logo to your cover images and posts?


If your business has a uniform then why not add the logo? Here's how South London Heating Ltd did it.

Offline Marketing 

As part of your offline marketing materials, you may hand out brochures or leaflets to prospective customers. Here's how YourPlumber Ltd and 2 Red Ltd have used the logo.


Here are some of the more unique approaches to showcasing the Which? Trusted Traders logo.

Stick it to them - like PC Clinic Technologies Ltd.

Signpost your membership like The Aerial Man (Dan Grace) Ltd.

Keep it speedy like Real Boiler Servicing & Maintenance with their F1 simulator. 

Banners are a great way of making a big impression, like 2 Red Ltd.

And last but by no means least, RSD Electrical's beermats provide you with answers at the bottom of a beer glass.

However you decide to use the logo, make sure you use it as much as possible to get the message out about your Which? Trusted Trader's accreditation. It's only by letting people know you are a Which? Trusted trader that the scheme can really work for you.

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