The British Sandwich Association (BSA) has redesigned its logo, launching it weeks before this year’s British Sandwich Week running 12-18 May.

The launch of the new identity, which focuses around a Union Jack theme using red, white and blue, follows a year of celebration for the organisation and marks the 250th anniversary of the sandwich.

Jim Winship, director of the BSA, said: “The new logo has been designed to capture the British heritage of the sandwich and to give it greater impact. It also marks a move by the Association into consumer marketing, which will see greater support for our awards and British Sandwich Week this year.”

The BSA has said it will be substantially increasing activity around British Sandwich Week 2013 through point-of-sale, consumer competitions and an attempt at a world sandwich-making record.

In addition, winners of the BSA’s dedicated industry awards, also known as the Sammies, will be announced during the Week at a gala dinner on 16 May, taking place at the Lancaster London Hotel.