Hired to rationalise and rework the identity and its multiple brand signifiers, we soon realised Fred Perry had an instantly recognisable asset in its laurel wreath logo. We therefore developed a system that further simplified the identity while simultaneously amplifying the laurel wreath to result in a set of guidelines that managed all digital, printed and product branding. In addition to this we standardised print specifications for the classic shirt combinations e.g. white/ice/maroon colourway which is based on the colours of West Ham United Football Club.
Photographer – Jon Gorrigan