OshKosh B’gosh Logo

OshKosh B'Gosh LogoOshKosh B’Gosh Logo PNG

OshKosh B’Gosh: Brand overview

Grove Manufacturing Company, born in Oshkosh, Wisconsin in 1895, set out to produce children’s clothing. The initiators of this endeavor were Frank E. Grove, J. Howard Jenkins, and James Clark. Within a year, the company rebranded and became known as Oshkosh Clothing and Manufacturing Co. Their signature product, a hickory-colored striped chest jumpsuit, soon gained popularity in the marketplace.

The whimsical name OshKosh B’Gosh has its origins in an early 20th century vaudeville act. In 1937, the company officially adopted the name and became known as OshKosh B’Gosh Inc. Initially, the brand gained its reputation for its workwear, but in the following years there was an expansion of the range and the company began to produce various children’s clothing. The company also entered the adult clothing market with workwear under the OshKosh brand.

The year 2005 marked a turning point in the brand’s history when it was absorbed by Atlanta-based Carter’s, Inc. However, Carter’s retained the OshKosh B’Gosh identity, choosing to use it as a brand for the children’s apparel segment. Currently part of the Carter’s family, OshKosh B’Gosh operates as a subsidiary specializing in children’s apparel. Its products are sold in retail stores, online platforms and exclusive outlets worldwide. Having survived more than a century, OshKosh B’Gosh is now a symbol of American children’s fashion heritage.

Meaning and History

Oshkosh Logo History

What is OshKosh B’gosh?

The OshKosh B’gosh Company came into existence in 1895 in Oshkosh, Wisconsin through the combined foresight of Frank E. Grove, J. Howard Jenkins, and James Clark. Grove Manufacturing Company originally produced hickory-striped overalls for railroad workers and farmers. The catchy slogan “OshKosh B’Gosh” became famous only after it was mentioned in a New York vaudeville show in 1911.

1895 – 1949

OshKosh B'Gosh Logo 1895

1949 – 1965

OshKosh B'Gosh Logo 1949

1965 – 1986

OshKosh B'Gosh Logo 1965

1986 – 2003

OshKosh B'Gosh Logo 1986

2003 – 2011

OshKosh B'Gosh Logo 2003

2011 – today

OshKosh B'Gosh Logo

This is a text logo, but it’s far from simple: it has intrigue, emotion, and energy. These qualities are evident in the style of the letters and in the arrangement of the lines. The two-level lettering clearly divides the space into two parts. In the upper part, there is a long phrase, “OshKosh,” which is written as one word and underlined. All characters in it are bolded and capitalized. At the bottom, the second part – “B’gosh” – is slanted diagonally, which gives it lightness and grace. The apostrophe is raised above the level of the letters, and the letters themselves are lowercase.

The upper part, “OshKosh”, reminds of an older brother – strong and confident, as if standing on guard. Underlining emphasizes its importance. Below is the “B’gosh.” He is bending over as if dancing or ready to run. The little floating apostrophe, the icing on the cake, seems like a fun detail. Together, they resemble two sides of the same personality: serious and playful.

OshKosh B’Gosh color codes

Cool BlackHex color:#002b54
RGB:0 43 84
CMYK:100 49 0 67
Pantone:PMS 295 C