Today in New York, Bill McComb, president of Liz Claiborne Inc., announced the company’s new name, Fifth and Pacific Companies, and unveiled its new logo. Bailey Brand Consulting is proud to have partnered with Fifth and Pacific by creating its new corporate brand identity.

A corporate identity must convey a powerful image in a quick, easy-to-understand way. For Fifth and Pacific, this meant telling the story of an international fashion house that is contemporary, bold, and forward-looking, made up of three premium, uniquely American, lifestyle brands — Kate Spade New York, Juicy Couture and Lucky Brand.

Because it is a corporate brand, the Fifth and Pacific identity needs to be visually iconic without overpowering the retail brands it encompasses. I believe the new identity has hit the mark by bridging the gap between the brands’ individual spirits of New York chic and Southern California cool, while standing strong as a corporate entity firmly rooted in the fashion industry.  Check it out at www.baileygp.com