Brand Identity, Naming

Identity for an investment partnership with a focus on women-led brands in the healthy living space.

_able is an investment partnership focused on supporting early stage brands in the positive, healthy living space. Pentagram has designed the identity and website and collaborated on naming for the company that reflect its affirmative and capable point of view.

Co-founded by Amanda Eilian and Lisa Blau, _able is dedicated to visionary, inspiring brands that will make the daily lives of people healthier, happier, and more enlightened. The partners have invested in The Wing, Goop, Daily Harvest and Moonjuice and Maven, to name a few. Acting as angel investors, they work closely with entrepreneurs and startups to achieve their goals, and are open to different paths to growth and exit strategies.

This flexibility and sense of potential helps informs the identity, which centers on the distinctive “_able” name, developed in collaboration with strategist Audrey Francis and a team of female designers at Pentagram. The word captures the company’s encouraging outlook. It also happens to contain the initials of the two founding partners, slightly rearranged.

Most importantly, the wordmark doubles as a suffix that can be added to a wide variety of root words, making it infinitely adaptable for messaging. The identity is playfully put to use on applications like business cards, where words like “investable” and “valuable” start on one side, and end in the company name on the other. It is also incorporated into the structure of the website, which scrolls between different sections that match up the name in words like “Personable,” “Notable” and “Reachable.” The identity is set in the slab serif Stag, designed by Commercial Type, with Stag Sans as the secondary typeface.

Pentagram previously designed the brand identity for The Wing.

New York
Michael Bierut
Project team
Katie Rominger
Tess McCann
Audrey Francis, strategist
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