Sane and Able fashions look for Liam Gallagher label

Consultancy Sane and Able, which set up in October last year, has created the identity for Liam Gallagher’s clothing label Pretty Green, which launches in June.

Appointed in December 2008 on recommendation, Sane and Able director Alan Long says, ‘Liam said, “I want a logo that harks back to Rubber Soulera Beatles”.’

Long consulted Gallagher during the design process and made ‘30 or 40 little tweaks’ to create a roundel that was ‘modern and not too tongue-incheek hippie, but still met Liam’s brief’, he explains.

The logo will be incorporated into a button design for the clothing that Long says is ‘still readable when made small’.