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New Work: Moss Bros. Identity


Moss Bros. is a formal menswear company that has been making good quality clothing accessible to all Britons since 1851. Pentagram’s Harry Pearce has paid homage to this history of “suiting the nation” by creating a new visual identity for the brand.

Pearce and his team emphasised the company’s heritage by returning to the name ‘Moss Bros.’, moving away from the briefly adopted ‘Moss’. To reflect its British pedigree, Gill Sans is used in the logotype with Caslon elsewhere. The brand colour is a mix of classic suit colours that is supported by a subsidiary chalk tone inspired by tailoring patches.

A Canvas in the Cosmos

Pentagram’s Naresh Ramchandani and Marina Willer have lent their support to help create a prototype for SKYPAD – an intergalactic web app for WWF’s Earth Hour, the world’s largest switch-off event.

In collaboration with Google Labs and Grumpy Sailor, Naresh Ramchandani and his team conceptualised and named a fun, engaging, shareable concept to raise awareness for the event.

“We wanted to create a kind of galactic creative Avaaz,” says Naresh Ramchandani. “We wanted to create a canvas on which people could express, in constellation form, their support for Earth Hour and the Earth in general.”

How To Get A Name Right

By Pentagram’s Naresh Ramchandani, originally published in YCN Magazine’s Winter issue. 

Notepads, texts to self, dictionaries, thesauruses, long lists, shortlists, hope, despair. Right now I’m trying to name two different products for two different companies and it hurts. Despite the fact that I’ve helped to name a hotel, a law service, two agencies, a football club, a range of whiskies, a property company, a charity night, a lice removal boutique, an environmental service, a band, three cats, a house and three children, it doesn’t get any easier. In fact, it gets harder. The more I name, the more I realise how much rides on a name. Let me count the ways.

First of all, a good name should do a good job of suggesting. If you haven’t heard of something and you hear its name, you should get a sense of what it is, what it does, and how it does it. ‘Have you worked with Digital Beast?’ Cue expectations of small agency of ten to fifteen men in their mid twenties holed up in an attic or basement on the east side of London devoid of social skills but great at working through the night on beer and special fried rice to get the job done. “No but send me a link.”

Equally importantly, a good name should do a good job of reminding. If you’ve tried something and hear its name, a good name should be a verbal hyperlink back to the experience you had when you tried it. “Have you heard anything by Shredded Angel?” Cue memories of that unforgettable night where you saw a new dubstep band, the name evoking your vodka-tinged impressions of a wan threesome delivering their hypnotic trance ballads that swayed between reluctant anger and genuine heartbreak. “Yup, I saw them at Heaven supporting Alt Disney.”

Calling All Young Creatives

Fancy spending a day at Pentagram London working with one of its Partners to create a poster to inspire the world? This is your chance.

Pentagram Partner Naresh Ramchandani has launched a poster design competition for his environmental charity Do The Green Thing, in collaboration with WWF for their Earth Hour campaign. Last year, Do The Green Thing lead the countdown to Earth Hour in March 2013, inspiring over 11 million around the world with 23 posters from world-class creatives.