Pentagram created the new identity for the legendary American fashion brand Perry Ellis. As one of the world’s largest designers, distributors and licensers of apparel, the Perry Ellis name enjoys tremendous brand equity. However, following the death of its namesake in 1986 and a series of mergers in the 1990s, the brand had lost focus. The company began a massive relaunch in 2003, bringing in noted designer Patrick Robinson to reinvigorate its clothing lines. Pentagram was commissioned to develop a wholly new logo and graphic identity that would represent the ambitious new direction of the brand.

To complement Robinson’s designs, the new identity presents Perry Ellis as a sophisticated alternative for the more fashion-conscious consumer. The existing identity, a holdover from the 80s, was minimalist and no longer stood out in the marketplace. The new logotype communicates a classic confidence that adds presence to the brand. Hangtags and labels feature an off-center logo placement keeping in spirit with the individuality of the clothing. The identity was introduced with the fall 2004 season collections and will eventually be implemented across all brand applications and product lines.

Pentagram has also designed a graphic identity for Perry Ellis America, a new sub- brand for sportswear. The bold graphics suggest activity and, when paired with the logo of the main brand, a liberating sense of freedom and diversity.