OshKosh B’gosh Logo

OshKosh B’gosh began in 1895 in Oshkosh, Wisconsin, as Grove Manufacturing Company, making hickory-striped denim overalls. Carter’s timeline says “B’gosh” entered the branding in 1911 and the full name was formally adopted in 1937. The company became part of Carter’s in 2005; Carter’s reported that its subsidiary, The William Carter Company, completed the acquisition on July 14 that year. (Carter’s brand history; Carter’s 2005 annual report)

OshKosh B’gosh Logo PNG

OshKosh B’gosh logo history

The brand’s visual history includes both compact label designs and larger wordmarks. One notable garment label combined the name with “VESTBAK” and “GENUINE ARTICLE”; a pair of overalls in The Henry Ford collection displays those words and a separate “VESTBAK / EST. 1895” back label. (The Henry Ford collection record)

1895 – 1949

This image shows “OSHKOSH” in serif capitals, underlined, with “EST. 1895” below. It presents the name and founding year as a compact stacked mark, rather than the later two-part “OshKosh B’gosh” wordmark.

1949 – 1965

The next image places “OshKosh” and “B’GOSH” on a small rectangular label. The lettering is slanted, with the first word above the second; a small line of text beneath identifies the label as “UNION MADE.”

1965 – 1986

This square design uses a dark blue field, thin framing lines and “SINCE 1895” above the name. Yellow lettering gives “OshKosh” prominence, while “B’gosh” appears in a loose script below.

1986 – 2003

The design becomes a compact black wordmark on white. “OshKosh” is set on one line, with a prominent initial O and an underline beneath the name; “B’GOSH” sits below in smaller capitals.

2003 – 2011

Here, blue lettering replaces the black treatment. “OshKosh” remains underlined, while “B’gosh” appears below in connected script, making the two parts of the name more distinct in style.

2011 – Today

This stage pairs a large, bold “OshKosh” with a handwritten “B’gosh” beneath it. The first word is underlined, and the script supplies the most noticeable contrast in the composition. The stage heading is part of the visual archive; Carter’s 2026 logo announcement concerns the Carter’s namesake mark, not confirmation of this OshKosh B’gosh artwork as the current logo. (Carter’s announcement)

Labels and wordmark details

The supplied designs vary in layout and color: some stack the two parts of the name, while others place them together on a label or use script for “B’gosh.” The cloth triangle label documented in trademark records combined “OSHKOSH B’GOSH,” “VESTBAK” and “GENUINE ARTICLE”; a US registration records first use in commerce in 1979, though that date does not establish when the pictured label design was introduced. (Justia trademark record)