One of the great pleasures of collecting Moorcroft pottery is that the marks on the base help illustrate the history. From the earliest Macintyre pieces to modern limited editions, the backstamps, impressed marks, and painted signatures evolved significantly over more than 125 years making them one of the most reliable tools for dating and authenticating a piece.
This guide walks through the key periods and what to look for.
1. The Macintyre Period (1897-1913)
William Moorcroft began his career as a designer at James Macintyre & Co. in Burslem, Staffordshire. Pieces from this period carry Macintyre's own printed mark with some also bearing the inscription "W. Moorcroft Des." indicating Moorcroft's role as the designer rather than manufacturer.
The celebrated Florian Ware pieces from this era are typically signed in green under the glaze. These early pieces are highly sought after and command significant prices.
Macintyre also produced several other decorative ranges during this period, notably Aurelian Ware which just predated Florian. It featured bold printed and painted designs in rich colours with gilded detailing. Aurelian Ware pieces sometimes carried their own distinct printed mark and are increasingly collectable in their own right.
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Example Macintyre mark (c.1897): The circular J.M. & Co. Burslem England printed mark, shown here alongside the design registration stamp Reg'd No. 308932 - which dates this design precisely to 1897. 
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Example Aurelian Ware (c.1897-1900): The bold cobalt blue, rich gilding, and vivid red floral collar are hallmarks of the Aurelian range - one of Macintyre's most striking decorative lines and a forerunner to Florian Ware. 
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What to look for:
- Macintyre printed mark on the base
- "W. Moorcroft Des." inscription (on Florian and later pieces)
- "Aurelian Ware" printed mark (on some earlier Macintyre pieces)
- Green painted signature on Florian Ware
- Bold printed designs with gilding on Aurelian Ware
- Design registration numbers (Reg'd No.) which can be used to date pieces precisely
2. Early Moorcroft (1913-1928)
In 1913, William Moorcroft established his own pottery at Cobridge, Staffordshire, with backing from Liberty of London. Pieces from this period carry an impressed mark reading "MOORCROFT BURSLEM ENGLAND" or "MOORCROFT MADE IN ENGLAND", along with William's hand-painted green signature.
Liberty of London was a key retail partner and some pieces carried a Liberty paper label, though these are often lost to time. Certain patterns were produced in colourways exclusive to Liberty - the Pomegranate pattern being a notable example, where the Liberty version features a distinctive warm yellow-gold ground rather than the standard dark blue or green.
The impressed marks on pieces from this period can be difficult to read, particularly where a heavy glaze has pooled over the base - as seen below. Look carefully in raking light for the faint lettering, it may not be obvious at first glance.
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Example Early Moorcroft mark (c.1913-1928): The green painted W. Moorcroft signature is visible, with the impressed "Moorcroft Burslem England" beneath - partially obscured here by the pooled glaze and crazing which is common on pieces from this period. 
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Example Liberty Pomegranate vase (c.1913-1930s): The warm yellow-gold ground is a hallmark of the Liberty-specific colourway of the Pomegranate pattern - distinguishing it from the standard dark ground versions produced for general retail. 
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What to look for:
- Impressed "MOORCROFT BURSLEM ENGLAND" or "MOORCROFT MADE IN ENGLAND" - check carefully in raking light if the glaze is heavy
- Hand-painted green signature "W. Moorcroft"
- Liberty of London paper label on some examples
- Yellow-gold ground on Pomegranate and other patterns can indicate a Liberty-specific colourway
3. Royal Warrant Period (1928-1945)
In 1928, Moorcroft was granted a Royal Warrant by Queen Mary, a mark of the highest distinction. From this point, pieces carry the additional inscription "Potter to H.M. The Queen". The green painted signature continues, though some pieces in this period appear with a blue signature, generally towards the later end of the date range.
Paper labels were also used during this period, typically round in format with the Royal coat of arms. These are often missing on pieces that have passed through many hands - their absence does not indicate a problem.
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Example Royal Warrant mark (c.1928-1945): The blue painted flash overlies the impressed "Potter to H.M. The Queen" stamp, with "Made in England" impressed into the base below - a combination found on many pieces from this period. 
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Example Anemone pattern (c.1930s-1940s): The Anemone design - with its richly coloured blooms in pink, mauve, and purple against a deep green ombre glaze is typical of Moorcroft patterns, introduced during the Royal Warrant period. 
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What to look for:
- Impressed factory mark with "Potter to H.M. The Queen"
- Green painted signature (blue on some later pieces)
- "Made in England" impressed
- Paper label with Royal coat of arms (if present)
4. Walter Moorcroft Period (1945-1987)
William Moorcroft died in 1945 and his son Walter took over the pottery. The signature changed to "Walter Moorcroft" or simply "W. Moorcroft" - which can cause confusion with his father's earlier pieces. Context, pattern, and glaze style are important additional clues when dating. The signature was often shortened to a monogram mark 'WM' and painted by the decorator rather than Walter Moorcroft, so many variations occur.
Paper labels continued to be used during this period. The Royal Warrant was renewed, and labels from the early Walter period carry the wording "Potters to the Late Queen Mary" - a transitional phrase used after Queen Mary's death in 1953 before the warrant was updated to Queen Elizabeth II.
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Example Walter Moorcroft mark (c.1950s-1960s): The impressed "MOORCROFT" stamp sits above the bold green painted W. Moorcroft signature, with "MADE IN ENGLAND" impressed at the base - a clean, confident mark typical of Walter's earlier years at the pottery. Note the characteristic crazing of the cream base glaze. 
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Example Orchid pattern plate (c.1950s-1960s): The Orchid design - with its richly coloured blooms in coral, purple, and pale blue against a deep cobalt ground - is one of Walter Moorcroft's most vibrant and sought-after patterns from this period. 
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Example Royal Warrant paper label (c.1950s): This round paper label carries the Royal coat of arms and the W. Moorcroft signature - beneath the label there will be the regular impressed marks of the period, such as with the example above. 
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Example Hibiscus pattern vase (c.1950s): The Hibiscus design - with its large, luminous tubelined blooms against a rich ground - is typical of the bold Moorcroft patterns favoured during the early to mid 20th century period. 
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What to look for:
- Impressed factory mark
- "Walter Moorcroft" or "W. Moorcroft" painted signature
- Paper labels - oval format with Royal coat of arms; early labels read "Potters to the Late Queen Mary", later ones updated to Queen Elizabeth II
- Royal Warrant updated to Queen Elizabeth II on later pieces
5. Modern Moorcroft (1987-Present)
Walter retired in 1987 and the pottery passed through several ownership changes before finding stability. The modern era introduced a number of new conventions: designer initials appear alongside the factory mark, and from 1990, year cyphers were introduced, making dating straightforward for pieces from this period. Numbered limited editions are accompanied by certificates of authenticity.
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Example modern Moorcroft mark (2002): The printed "MOORCROFT" factory stamp is accompanied by the year "2002" in red and the designer initials "CN" - a clear, datable mark that illustrates the conventions introduced from 1990 onwards. The small green painted blob is the designer's personal mark. 
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What to look for:
- Impressed factory mark with designer initials
- Year cypher (from 1990)
- Edition number and certificate for limited pieces
- "Moorcroft Made in England" impressed
Key Tips for Collectors
- Impressed marks are pressed into the clay base before firing - look carefully as they can be faint
- Painted/printed marks appear under the glaze and are more legible
- Signature colour matters - green generally indicates William Moorcroft; blue tends to indicate later pieces
- Paper labels are often missing on older pieces - their absence doesn't indicate a problem
- Pattern and glaze are as important as marks when dating - familiarise yourself with the key designs by period
- Silver strike lines through marks were used in the late 20th and 21st century for seconds quality items sold in the Moorcroft factory shop
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