Pentagram developed a succinct brand idea that acts as a three-word manifesto for Fashion for Good: ‘Only good fashion.’
The Fashion for Good brand behaves with daring, style and practicality, expressed by a tone of voice that is brave, wise and accessible. The identity is informed by the brand idea, demanding that ‘good’ should run through all aspects of the fashion industry.
The modern typographic logo designed by Pentagram is a visual manifestation of the brand idea, with the overlapping ‘good’ running through ‘fashion’.
The logotype has been adjusted to produce rounded letterforms, born from complete circles, reflecting the circular and sustaining nature of the organisation’s Cradle to Cradle ethos.
By utilising modern colour palettes, consistent layouts and inclusive imagery styles across print and digital applications, the brand guidelines deliver a clear type-led aesthetic that allows plenty of room for expression.